Ep #025: Original Grain's Selective Approach to Influencer Partnerships (with Nate Lagos)

In this episode, we talk to Nate Lagos, Head of Marketing at Original Grain. He shares insights into their marketing strategy and is selective about which influencers they work with and has found success with YouTube creators that have highly engaged audiences within their niche.

• [02:00]: Nate's Background
• [02:40]: Original Grain's annual growth revenue
• [03:39]: Original Grain's marketing revenue percentage
• [04:14]: Original Grain's influencer marketing percentage
• [05:14]: 6x revenue in Q1
• [07:12]: Original Grain's attribution measurement
• [08:18]: Product niche testing
• [10:00]: Niche testing category
• [12:04]: YouTube views consistency
• [12:22]: YouTube average views agreement
• [16:33]: How to keep the influencers going
• [17:59]: Deals usage rights with networks
• [20:41]: Potential ways to find new creators
• [21:50]: Effective tools to reach potential clients
• [24:00]: Contractor payment
• [27:13]: Nate's advice to upcoming influence marketers on YouTube

• “If we do more than three promotions in 45 days, the third one sucks.” – Nate Lagos.
• “You're getting views from people that are on an algorithm basis, so it's not apples to apples.” - Cody Wittick.
• “Having it super data-focused has helped us make deals happen quicker with influencers.” – Nate Lagos.

Cody Wittick: Twitter‍

Taylor Lagace: Twitter

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