July 1, 2020
The impossible trinity

In economics, we respect the impossible trinity.* 

TL:DR: Economists believe that it is impossible to achieve all 3 of the following:

you can only pick 2, not all 3. 

In the world of influencer marketing, Popcorn Growth is on a mission to help you achieve the impossible. 

Let’s start with reach vs engagement first

Forward-looking marketers have been expanding towards “smaller” influencers (ie. Smaller reach) because they have higher engagement rate. 

The problem with moving down the chain is the trade off with reach. you need MORE influencers now to attain the same reach as before. 

OBSTACLE 1: discovering, selecting and managing influencers become exponentially more time consuming and labor intensive for busy marketers 

Now, let’s layer on the relevance factor….

Even if you find a unicorn influencer that has BOTH insane engagement and huge reach, is he/she RELEVANT for YOU? Just because a guy is BOTH smart and handsome, doesn’t mean that he is a good FIT for me…. Is he kind? Does he share my values? Do we both love dogs? 

OBSTACLE 2:  You get it. Layering on relevance just makes the impossible trinity, impossible. 

POPCORN GROWTH TO THE RESCUE


Overcoming Obstacle 1:  in 2019, we launched a beta D2C brand and have built a proprietary in-house influencer management system that allows us to activate 10 influencers a day for any brand. That’s 300 influencers a month. 

For the d2c brand, we activated 1000 influencers in Nov last year, just in time for Christmas. 

Overcoming Obstacle 2: You know by now that we are data-driven. So every influencer we activate gets a unique tracking link that feeds us all their data whenever they talk about you. 

Because we can activate hundreds of influencers for you every month, we collect LOTS OF DATA, that will help us refine our influencer selection specific. For.your.brand. 

We use machine learning to continuously refine the “learning” process to find you influencers who are a fit. 

TL:DR: With Popcorn Growth, you can achieve the impossible trinity. 

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