As we approach the end of this year, it seems like the perfect time to reflect on the seismic shifts in influencer marketing and the milestones RAD Intel has achieved along the way. In 2024, the industry saw unprecedented growth, driven by AI adoption, the rise of micro-influencers and a renewed focus on authenticity.  Influencer marketing evolved into a critical channel for brands seeking to build meaningful connections in an unbelievably fragmented landscape. 

For RAD Intel. 2024 was a banner year marked by groundbreaking innovations, strategic campaign milestones and truly impactful partnerships. We not only expanded our AI-powered platform capabilities but also deepened our bench of seasoned experts, underscoring our commitment to empowering brands and agencies with tools that drive measurable ROI. From the launch of State-by-state functionality to the successful AI Buyout Strategy, we’ve helped redefine how businesses harness the power of the creator economy.  

This year has been one of growth, brand transformation, and laying the groundwork for building bigger and better solutions that will shape the future of our industry. As we reflect on these achievements, here are some of the key trends and milestones that defined 2024 for RAD Intel and the influencer marketing industry.

Top Trends in Influencer Marketing

• AI-Driven Personalization Takes Center Stage: AI has transformed influencer marketing, with nearly 55% of marketers leveraging it to enhance efficiency and personalization in some capacity. Tools like AI-generated avatars, dubbing, analytics, and even RAD Intel’s own Audience Insights are now integral to identifying the right influencers, crafting tailored campaigns, and analyzing engagement patterns, enabling brands to deliver impactful, data-driven results.

• 2. The Nano and Micro-Influencer Revolution: Brands are increasingly turning to nano (1K–10K followers) and micro-influencers (10K–100K followers) for more  authentic connections and higher engagement rates. In fact, 43% of marketers reported increased use of these influencers this year, capitalizing on their ability to resonate with niche audiences.

• 3. Long-Term Partnerships Over One-Off Deals: Building deeper relationships with influencers has become a priority, as brands seek consistent messaging and stronger collaboration. With 34.6% of marketers emphasizing regular communication, this shift reflects a move toward enduring partnerships that create meaningful impact.

• 4. Diverse Video Content Is King: Short-form videos continued to dominate, but 2024 saw an increase in demand for diverse formats. From educational long-form content to shoppable live-streaming, brands are finding creative ways to engage audiences across platforms.

• 5. Authenticity and Transparency Win: If we’ve said it once, we’ve said it a million times—consumers are increasingly demanding genuine product experiences and partnerships. Transparent influencer collaborations have been key in building trust.

• 6. Social Commerce and Shoppable Live Streaming Soared: Platforms like TikTok Shop have upended how consumers discover and purchase products, transforming live-streaming into a dynamic, real-time shopping experience. By empowering influencers to showcase and sell products seamlessly during live broadcasts, these platforms have blurred the lines between entertainment and e-commerce, setting the stage for the next wave of digital consumer behavior. 

RAD Intel’s 2024 Milestones

This year, RAD Intel reached new heights, reflecting our commitment to driving innovation and empowering brands with actionable insights.

1. New Name, New Brand:  RAD AI became RAD Intel, signaling a new era of smarter, more impactful marketing solutions. This rebrand underscores our mission to provide deep, data-driven insights in the creator-driven economy.
2. Team RAD: Team RAD has redefined large-scale marketing by integrating best-in-class agencies with RAD Intel’s AI-powered capabilities. From influencer activations to scaled partnerships, we’ve set a new standard for execution and efficiency.
3. State-by-State Functionality: Our new state-level insights have enabled brands to tailor campaigns with hyperlocal precision. By analyzing trends from platforms like TikTok and Reddit, marketers can now connect with audiences on a regional scale, ensuring their messages resonate deeply.
4. Driving Innovation with AI Buyouts: With one acquisition under our belt, RAD Intel’s Artificial Intelligence Buyout (AIBO) strategy is designed to acquire small-to-medium-sized agencies and supercharge them with advanced AI capabilities. This integration streamlines operations, boosts efficiency and drives higher margins – allowing every agency acquired to achieve faster returns while delivering more impactful campaigns.
5. Expanding Our Advisory Board: We welcomed industry leaders like Maya Kosovalic (VP of Digital Innovation and E-Commerce, NYX Professional Makeup), Nolan Carleton (former Head of Global Social Media, AT&T), and Heather Stuckey (Global Senior Director of Strategy and Transformation, Mars) to our advisory board, strengthening our mission to transform customer engagement through AI-driven insights.

 Looking Ahead

As influencer marketing continues to evolve, the demand for authenticity, precision and innovation becomes even more critical. Consumers are seeking genuine connections, and brands must adapt by leveraging data-driven insights and cutting-edge tools to meet their expectations.

At RAD Intel, we’re proud to play a role in shaping this dynamic landscape, equipping brands with the tools they need to thrive. Ready to future-proof your marketing strategies? Let’s connect and explore how RAD Intel can help you achieve your 2025 goals.

Here’s to an impactful year ahead!

The holiday season has arrived—a time that’s often make-or-break for brands. It’s also a moment to pause, give thanks, and reflect on the meaningful impact our community can create beyond just conversions and impressions.

This year, I was inspired by how many influencers and brands have stepped up to create meaningful change – not just drive sales. 

And that matters more than ever today. Did you know that 88% of millennials expect brands to take a stand on societal issues, and influencers are uniquely positioned to make that connection. Their ability to foster trust by engaging with audiences on a more personal level goes beyond promotion—it drives real action. When brands partner with influencers who align with their values, they don’t just reach customers; they create movements that resonate far beyond the holidays.

It doesn’t stop there, 75% of Generation Z expect brands to take a stand on social issues too. Younger generations are looking for brands that do more than sell, they want brands that stand for something.

When companies partner with influencers who align with their values, they’re not just reaching customers; they’re creating mini movements that resonate far beyond the holiday season.  This is where the magic happens.  

As this momentum grows, it’s creating ripple effects in some of the most critical areas of our time—like environmental sustainability. Influencers are proving that they’re not just effective at driving sales; they’re also powerful advocates for change, tackling some of the world’s most pressing challenges.

Influencers in Environmental Activism – When it comes to sustainability, some brands and nonprofits are absolutely nailing it:

• Patagonia’s Environmental Campaigns: Patagonia has been in the game for years, partnering with influencers who are as passionate about the planet as they are. They’re not just pushing products—they’re starting conversations and inspiring action.
• Kiss the Ground’s Climate Change Campaign: This nonprofit worked with influencers who focus on topics like wellness and agriculture to create over 5 million impressions and 37,000 clicks to their site. The result? A ripple effect of awareness and action around regenerative farming and climate change.
• Vivobarefoot’s Partnership with Robin Greenfield: Robin takes a creative approach to “influactivism” in his work with Vivobarefoot to promote sustainable footwear—like hosting a three-course meal made entirely from wasted food to challenge how we think about sustainability and consumption.

Building a Healthier Future – Many health advocacy and support organizations are leveraging influencers to amplify their messages and drive meaningful results:

• Leukemia & Lymphoma Society’s “Light the Night”: By working with 30 creators, they reached over 240,000 people and had a 20% engagement rate—all by humanizing their message through emotional, relatable content.
• Susan G. Komen’s Breast Cancer Awareness Campaigns: Personal storytelling from female influencers made these campaigns soar, surpassing engagement goals by a staggering 943%.
• Truth Initiative’s “Quit Together” Campaign: TikTok creators have been sharing their personal journeys to quit vaping, creating an authentic and relatable campaign that resonated with young audiences.

The Rise of Activist Influencer – Then there are the creators who have made advocacy their brand. These are the folks using their platforms to drive change every single day:

• Kathryn Kellogg (@going.zero.waste): Kathryn’s all about helping her audience live more sustainably, from reducing waste to embracing eco-friendly products.
• Isaias Hernandez (@queerbrownvegan): Isaias talks to his followers about how plant-based diets can fight climate change while building a stronger sense of community.

Here’s the big takeaway: When brands team up with influencers who really care about a cause, the impact is far-reaching—spreading awareness, inspiring action and driving real results.

So, as we move past Thanksgiving celebrations and into full on HOLIDAY SHOPPER MODE, let’s take a moment to celebrate the work that inspires, uplifts and gives back. It’s a good reminder that great marketing doesn’t just reach people—it moves them.

I didn’t know that… 2024 will be the first ‘mobile-first’ holiday season, according to Adobe’s 2024 US Holiday Shopping Forecast. While 71% of US consumers plan to shop online on Black Friday, 51% report preferring to do their Black Friday shopping on mobile devices. Adobe also predicts almost 60% of Gen Z and millennials are expected to use GenAI for holiday shopping.

I liked the creativity of… Walmart’s “Deals of Desire” ‘advertainment’ series—blending the drama of fan-favorite TV with the excitement of Black Friday shopping. By parodying hits like Friday Night Lights and Bridgerton, the retailer tapped into customers’ “main character energy” while cleverly bridging content and commerce. The series feels fresh, playful, and culturally savvy.

I was inspired by… Jool Baby’s innovative use of TikTok Shop to engage young, tech-savvy parents with authentic user-generated content ahead of Black Friday shopping. Per a recent write up in Forbes, their success during the platform’s October Fall Deals event, coupled with expansion into affiliate marketing, highlights the power of blending relatable content with strategic partnerships to drive both sales and brand awareness.

I’m excited about… the Holiday Season! Happy Holidays to you and yours—and here’s to making a difference, one campaign at a time.

Have a favorite example of influencers driving meaningful change? Let me know at jeremybarnett@radintel.ai—just use ‘NEWSLETTER’ in the subject line.

Thanks for reading, and until next time!

JB

How State-by-State Analysis Helps Brands Understand Target Audiences Better Than Ever

Brands today have moved beyond broad-stroke marketing. Now, they’re embracing micro-targeted, local insights. The result? Messages that hit home—literally and figuratively.

Why are deeper insights so powerful? Simple—hyperlocal relevance drives engagement and loyalty. When you speak to your audience’s unique needs, preferences, and even their local issues, your marketing becomes a conversation, not just another ad.

Let’s take a look at how local insights are already changing how brands connect, along with a few lessons learned from campaigns that could have benefited from this kind of precision.

Hyper-Successful Hyperlocal Campaigns: Hitting the Right Note

1. Domino’s Pizza – Paving for Pizza Domino’s identified a simple, yet brilliant local issue: potholes. Poor road conditions were affecting pizza deliveries, and Domino’s stepped in with a hyperlocal solution. By repairing potholes in specific neighborhoods, they solved a real problem for their customers, while generating goodwill and a major PR win. The campaign not only put Domino’s front and center in local communities, but also made them a hero of the streets—literally.

2. Spotify – Thanks 2016, It’s Been Weird You may remember Spotify’s humorous “Thanks 2016, It’s Been Weird” campaign that took hyperlocal insights to the next level by showcasing listener data on billboards across specific neighborhoods. In New York’s Times Square, a billboard read, “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, What did you do?”—engaging locals through clever, location-based content that resonated on a personal level.

3. Ben & Jerry’s – City Churned Ben & Jerry’s created custom ice cream flavors based on local data. For example, in New York, they tracked public transportation routes and social media mentions to determine ingredient ratios for each city’s unique flavor. This campaign exemplified how hyperlocal insights can drive creative community engagement, fostering a sense of pride and ownership among local residents.

Cringe Campaigns That Could Have Benefitted from Regional Insights …

1. McDonald’s – #McDStories McDonald’s launched a Twitter campaign encouraging customers to share their positive experiences using the hashtag #McDStories. However, the campaign quickly backfired, with many users sharing negative stories instead. Local insights could have helped McDonald’s:

• Gauge local sentiment before launching nationwide.
• Tailor the hashtag and messaging to reflect the unique preferences and experiences of different communities.
• Develop region-specific responses to address local issues and build stronger brand connections.

2. Dr. Pepper Ten – Not for Women Dr. Pepper’s 2011 campaign for their low-calorie drink, Dr. Pepper Ten, featured the tagline “Not for Women.” The campaign alienated half their potential audience and was seen as sexist. Hyperlocal insights could have:

• Enabled Dr. Pepper to better understand gender perceptions across diverse communities.
• Helped craft messaging that appealed to different demographic groups, with regional variations based on local cultural sensitivities.
• Provided insights to avoid excluding potential customers by ensuring the campaign resonated with local values and humor.

3. Pepsi – Kendall Jenner Ad Who can forget the notorious Pepsi ad featuring Kendall Jenner handing a police officer a can of Pepsi during a protest… This example may be dusty but it’s still more than relevant today. The campaign was accused of trivializing social justice movements and the brand experienced serious backlash. With local data, Pepsi could have:

• Studied the protest cultures and social justice movements in different cities and communities, allowing for more nuanced storytelling.
• Created regionally specific campaigns addressing local social issues that truly resonated with those affected.
• Partnered with grassroots organizations in key regions to ensure the messaging was authentic and aligned with local concerns.

How RAD Intel’s State-by-State Functionality Drives Results

RAD Intel is excited to continue driving the trend of hyperlocal marketing with our newly launched state-by-state functionality, empowering brands to connect with their audiences on a regional, even district-level scale.  The news is spreading fast and industry magazines like AdWeek, CMO Today and MarTech365 have covered our announcement!

With this new functionality, we’re helping brands achieve next level success, which comes from knowing audiences inside and out.  We built the new State tool to provide marketers with the insights they need to create timely, hyper-relevant campaigns.

Our AI-driven platform surfaces real-time trends from social platforms like TikTok, Reddit, and Instagram, enabling brands to spot changes early and adjust their strategies accordingly for maximum impact.

From district mapping to micro-influencer strategies, RAD provides the local insights that modern marketers need to stay ahead of the game. Whether you’re launching a new product or refining your current approach, we give you the edge to stand out.

Ready to dive deeper into hyperlocal marketing?

Get a demo of our state-by-state functionality and start making data-driven decisions that resonate in every region.

Hi All, 

Jeremy Barnett, CEO and founder of RAD Intel, here. Many colleagues and industry peers have encouraged me to share the insights and readings that fuel my creativity, strategy, and leadership at RAD Intel, as well as how we navigate the diverse needs of our clients. In response, we’re excited to introduce my new newsletter, “Perspectives Of A Marketing CEO.” This newsletter aims to share the daily observations and insights shaping my thinking and guidance for our very talented team and clients. Each month, I’ll reveal what I’ve learned, creative highlights that caught my eye, inspiring news, and developments I’m eagerly anticipating. 

Here’s what’s on my radar this month:

I Didn’t Know That…

• Of the 2,000 creators who earn over $100,000 annually, 95% of these high-earning creators have fewer than 1 million followers, challenging the notion that a vast follower count is essential for substantial earnings in the creator economy.
• Thousands of parents are expressing concerns over AI-generated influencers on TikTok, arguing these virtual personas promote unrealistic beauty standards to kids. Over 12,000 parents have signed a petition urging TikTok to better label content by AI influencers, fearing the impact on children’s body image and self-esteem. Despite TikTok’s policy requiring labeling of AI-generated content, enforcement is inconsistent, leaving many videos unlabeled and potentially misleading. This situation highlights the broader issue of social media’s role in shaping youth perceptions and the call for more stringent regulation of AI-generated content.

I Liked The Creativity Of…

• CeraVe – they orchestrated an innovative Super Bowl influencer campaign that cleverly stirred online speculation about Michael Cera’s involvement with the brand, resulting in 6 billion impressions before the game even started. Instead of releasing traditional teasers, the brand engaged over 450 influencers to create an immersive storytelling experience, leading to a massive buzz. This campaign, developed with WPP and led by Ogilvy PR North America, unfolded over three weeks, showcasing the power of social media and influencer partnerships to amplify brand visibility. CeraVe’s strategy diverged from conventional advertising, demonstrating its ability to innovate and engage audiences in a crowded market space.

I Was Inspired By…

• The growing influence of women over the age of 50 on social media, offering a fresh perspective that resonates with a broad audience, including younger followers. This trend is reshaping how we view consumer interaction, proving that genuine, relatable content knows no age limits. These trailblazing influencers are redefining age with their confidence and zest for life, challenging long-standing stereotypes and advocating for a more inclusive marketing world. Their ascent not only celebrates the richness of their experiences but also calls on brands to acknowledge and cater to the diverse interests and values of this dynamic demographic, fostering a more connected and inclusive social media environment.

I’m Excited For….

• RAD Intel’s bold new branding! We’ve recently unveiled a fresh new look that captures the pulse of market trends, aligns closely with our customers’ core values, and sets the stage for sustained growth. Check out our new vibe at www.radintel.ai, and let me know what you think!
• SXSW 2024 – my team will be in Austin this year to connect with clients, partners, and industry luminaries, uncover the latest trends, and delve into the future of digital media, marketing, and technology. Interested in meeting? Hit me up at the email below to schedule a conversation.
  

Thoughts or ideas you want to discuss?

Let’s connect: Jeremybarnett@radintel.ai. Thanks for reading, and until next time! 

Hi All,  Multiple studies underscore the significant value the creator economy contributes to brands. 

It’s generally understood that for every dollar invested, creator content can yield an “earned media value” (EMV) of approximately $5 to $6.50. This estimation is corroborated by findings from platforms such as CreatorIQ, Grin, and Influencer Marketing Hub, which all present similar variations of this metric. 

The “creator” trend however extends well beyond the use of pay-for-play personalities by brands; increasingly, creators are venturing into brand creation themselves, producing products that rival some of the largest corporate entities. A prime example is Selena Gomez’s Rare Beauty, which, in under five years, has been valued at an estimated $2 billion. Last year alone, it generated over $400 million in sales, competing with the top beauty brands globally. The recent news of a potential sale positions Gomez as a potential billionaire resulting from A+ execution within the creator economy.

This shift illustrates a significant opportunity for creators. By leveraging their fanbase and engaging directly with consumers via social media, creators undoubtedly now have the power to establish their own brands in today’s market with unprecedented upside. Selena Gomez’s success is among numerous stories that is likely to inspire other creators to explore brand creation, either independently or in partnership with established brands. This shift could redefine the influencer landscape, encouraging creators to view their partnerships as long-term investments rather than short-term earnings.

Here is what else that has been capturing my attention this past month:

I Didn’t Know That…

• 72% of women in the online population play video games, with women making up 45% of the gaming population and half of them also spending money on games. Among gamers, 36% of women consider themselves gamers, and diversity in games is important to 62% of female players. Notably, 44% of women gamers exclusively play on mobile platforms, and nearly half identify as casual gamers, with more than a third of women on PC or console considering themselves core gamers.

I Liked The Creativity Of… 

• IKEA – The brand recently launched its creative content series titled “Don’t Worry, You Can Afford It,” focusing on pets and the delightful chaos they often cause. In this series of advertisements, IKEA’s diverse products, such as planters, mugs, cushions, and vases, are humorously showcased being toppled by lovable cats and dogs. These ads provide a reassuring message to pet owners: the affordability of IKEA’s items makes replacing them after a pet mishap stress-free. This campaign cleverly captures the market of pet owners, especially timely given the significant rise in pet ownership across the globe. Specifically, in the U.S., pet ownership has surged from 56% of households in 1988 to 66% in 2024, which translates to 86.9 million pet-owning homes. By linking the sometimes chaotic, pet-induced accidents at home with IKEA’s budget-friendly products, all under a veneer of cuteness, the brand smartly aligns itself with the needs and realities of modern pet owners.

I Was Inspired By…

I’m Excited For….

• AIBOs, which stand for AI Buyouts. More coming on this, but the idea of using AI to underpin mergers and acquisitions activity in the agency sector has the entire team buzzing. Generally speaking, AI technology enables marketing practitioners to be more efficacious with time and more precise with campaign work. As the “AI” industry continues to take shape, M&A activity will most certainly increase. 

Thoughts or ideas you want to discuss?

Let’s connect: Jeremybarnett@radintel.ai. Thanks for reading, and until next time!

Hi all, over the past month I’ve been closely observing the surge in discussions about the influencer and creator economy, particularly around LinkedIn. It’s no surprise to me that this platform, which I’ve wholeheartedly embraced, is attracting a significant amount of attention from B2B brand marketers.

Like me, they’re keen to explore the potential connections with influencers on LinkedIn. The platform has definitely stepped up its game, making influencer marketing an increasingly viable option for brands. Initially, LinkedIn rolled out its Brand Partnership tag , making it simpler for users to spot content that’s sponsored or paid for. Then came the introduction of thought leadership ads, bolstered by recent updates that allow company page admins to support not just employee content with ad spend, but also content from users outside their immediate network.

I must say, I’m quite bullish on LinkedIn. It’s not just a powerful tool for executives to expand their influence, but it’s also paving the way for influencer marketing in a manner that’s yet to be fully exploited on other platforms like TikTok or Instagram. The main obstacle for LinkedIn, as I see it, is the need for a backend portal — something akin to a LinkedIn Influencers for Business portal. 

IMO , and take it for what it’s worth… this would be a game-changer for brand marketers. The importance of finding the right influencer with the right timing has never been clearer. If LinkedIn can launch such a tool, it would certainly mark the beginning of a new era for influencers on the platform.

Beyond LinkedIn, a few other topics have captured my interest this month-

I Didn’t Know That…

• 40% of 18-29 year olds are now researching products/services on TikTok before making a big purchase according to a new report from IZEA. This highlights how important it is for brands selling physical products to engage in the influencer economy on TikTok. Finding the right content, with the right influencer ultimately meets the consumer right in the middle of his or her search journey…. and yes, Google has taken notice – more coming on that in the next.

I Liked The Creativity Of… 

• PacSun – For years, the brand has leveraged emerging artists to resonate with its youthful audience. This month, PacSun elevated this strategy with the launch of its 2024 Festival Campaign, highlighting three emerging acts to spotlight its newest collection. By crafting original branded music videos featuring these artists, adorned in the latest fashion from the collection, and promoting these across PacSun’s social media channels, the brand has created a blueprint for utilizing music as a dynamic tool to engage younger consumers. 

I Was Inspired By…

• Brands’ authentic engagement with the release of Beyoncé’s country album Cowboy Carter were impressive. Major brands like Verizon, which announced the album in a Super Bowl ad, were expected to join the buzz. But the creativity of social media strategists from various brands stood out. For example, Cash App cleverly shared a screenshot of the lyric of its mention in the song “Desert Eagle” with the caption: “Wake up, new Beyoncé is out.” Levi’s also seized the moment with a shout-out in the track “Levii’s Jeans.” Their response on Beyoncé’s Instagram post was memorable: “The queen has spoken changes our name to Leviis.” Levi’s even temporarily rebranded itself as “Levii’s” on social media, playfully updating its bio to “FKA Levi’s ,” showcasing Beyoncé’s influence

I’m Excited For…

• We have identified our first two strategic acquisitions, which we refer to as AIBOs (Artificial Intelligence Buyouts), our trademarked growth strategy. You might have seen the news VentureBeat and Entrepreneur, or NYSE. I continue to be bullish about this strategy and the team is full steam ahead on executing. More news coming.

Thanks for reading and until next time. 

Hi all, are you looking for a man in finance? Well, I’m not that guy, but have you heard this viral song on TikTok? Megan Boni (@girl_on_couch), the creator of the song about an “ideal” romantic partner, has garnered significant attention from brands and the online community.

 Boni’s original video has over 33 million views, with thousands of TikTokers using her sound for videos. Companies like Fruit of the Loom and Crocs have engaged with her by commenting on her videos and sending her products. Additionally, brands such as DuoLingo, NFL, United Airlines, and more have produced their spin on this trend. In fact, the song’s popularity has led to various brands using it in marketing by modifying the lyrics or creating related content. 

Given all of this, it’s no surprise that Megan also scored a label deal this week – all from riffing on a 30 second TikTok.  That’s the power of content today.

So What’s The Impact on the Creator Economy?

Boni’s experience highlights the power of viral content in the creator economy. Her song’s success demonstrates how individual creators can capture the attention of major brands and influence marketing strategies. Brands are increasingly placing value on authentic, creator-driven content to reach and engage audiences, particularly on platforms like TikTok. Creators’ ability to turn viral moments into full-time careers and secure brand partnerships emphasizes the evolving landscape of the creator economy, where content creators can quickly transition from hobbyists to influential market players.

Additionally, the power of creators has put a unique spotlight on the finance bro culture. @Google Trends noted that search interest for “finance bro” is currently at an all-time high in the US, and “finance bro vest” is the top related search over the past week. This trend suggests that the finance bro will likely dominate the summer, presenting brands with a unique opportunity to capitalize on this new phenomenon.

Boni’s signing with Capitol/Polydor/Virgin Germany also underscores the growing intersection of social media and the music industry. Major labels are now actively scouting viral content on platforms like TikTok, leading to rapid signing deals and music releases. This evolution exemplifies how social media is reshaping traditional music industry practices, providing a fast track for creators to reach mainstream success and monetization. Read more about Boni’s rise to fame in AdAge and Billboard.

Here are a few other things that have been capturing my attention this month:

I Didn’t Know That…

• YouTube has reclaimed the top spot from TikTok as the platform where creators earn the most income, with 28.6% of creators identifying it as their primary income source. TikTok follows at 18.3%, and Facebook is close behind at 16.5%. Despite recent initiatives to attract more users, Snapchat remains the least profitable platform for creators, with only 2.5% of creators earning significant income.

I Liked The Creativity Of… 

• U.S. Tennis Association: The brand has partnered with Fat Joe, adding to the excitement for the forthcoming U.S. Open on Tuesday (May 28), with him lending his voice to their “Spectacular Awaits” campaign. Why Fat Joe? His voice truly ignites enthusiasm for the tournament, and his connection to tennis runs deep. Joe’s son, Joey, a tennis enthusiast, has been a source of inspiration for the Bronx MC. Last year, Joe celebrated Joey’s birthday and shared playful pictures of them with oversized tennis balls. Joey, who is 33 and lives with autism, has been a focal point of the musician’s efforts to raise awareness about the condition, notably in his 2023 memoir, “The Book of Jose.”

I Was Inspired By…

• Wharton professors Ryan Dew and Raghuram Lyengar conducted a recent study analyzing over 500,000 TikTok videos. Their published research shed light on the effectiveness of mega-influencers compared to micro-influencers in marketing campaigns. Key findings: while mega-influencers boast wider reach, they generate less engagement. Conversely, micro-influencers, particularly those with 7,500 to 10,000 followers, achieve the highest engagement rates. This translates to a better return on investment for brands. To empower data-driven influencer selection, the researchers introduced the concept of “follower elasticity of impressions” (FEI)

I’m Excited For…

• We’re thrilled to be innovating alongside our brand and agency partners!

RAD Intel is constantly evolving our platform and we’re excited to build powerful new features for our clients! In fact, we are actively customizing new feature sets for some of our biggest agency partners today and are excited for tighter alignment, which always means better service.

Whether you’re a brand looking to maximize influencer marketing impact or an agency seeking cutting-edge solutions for your clients, we’re committed to providing the tools you need to succeed.  Get in touch – we’d love to help you solve problems with AI!

Thoughts or ideas? Let’s connect, jeremybarnett@radintel.ai – I get a lot of inbound – so please be specific as to why you’re reaching out (i.e. Newsletter!).

Thanks for reading, and until next time!

-JB

The world of marketing and PR is changing faster than ever. Like every other industry, new technologies such as AI are shaking things up, creating exciting possibilities and tricky hurdles to overcome. 

For marketing and PR agencies to stay on top, investing in AI isn’t just a bonus – it’s a must-have to stay competitive and relevant.  Here at Rad Intel, we’re passionate about helping agencies harness the power of these tools. We’re constantly exploring how AI is, and can change the way marketing and PR work, giving agencies the edge they need to stay ahead of the curve. We love seeing good use cases, so today we’ll call out a few.

Consider Walmart, the largest retailer in the United States, with 1.6 million employees. Walmart exemplifies how AI can revolutionize business operations. Through its employee app, “My Assistant,” Walmart leverages AI to streamline tasks such as answering questions about benefits, summarizing meeting notes, and writing job descriptions. This technological integration has significantly increased efficiency, allowing employees to focus on more strategic, value-added activities. Walmart’s experience showcases AI’s potential to transform traditional business models and boost productivity on a grand scale.

The potential of AI extends far beyond retail and into the realm of marketing and public relations. And for good reason, according to a study by McKinsey, AI automation could raise productivity growth globally by 0.8 to 1.4 percent annually. Economists, including Federal Reserve Chair Jerome H. Powell and New York Fed President John C. Williams, have acknowledged AI’s potential to enhance productivity significantly, even as they caution about its immediate impact. This productivity boost is crucial for any marketing firm under pressure to deliver results in an increasingly fast-paced and competitive environment.

All of this is to say that the trend of integrating AI into marketing and comms is rapidly gaining momentum. Many communications and advisory firms are rolling out proprietary AI tools to offer to their clients. For instance, BCW and Teneo use AI to monitor global trends and for predictive measures, treating AI as a proxy for specific audiences and then message testing against it. Edelman has integrated its Trust Barometer data into a proprietary AI tool called Archie, which tracks trust dynamics and offers real-time recommendations to enhance trust. Currently, 50 of Edelman’s client teams are actively using this platform.

Let’s also look at top communications/PR agencies that have launched AI-powered products like Perspectives and ProfileLift to improve the prediction, crafting, and analysis of specific content or messaging. Gregory FCA quickly introduced a free AI press release generator in early 2023 and has since developed personalized GPTs for media monitoring, media training, and content refinement. In fact, a quick glance at any top agency – social, PR, marketing, content, or otherwise – and you’ll quick find nearly all touting their use and adoption of AI to cut things like overhead fees and “paperwork headaches” for clients. 

Moreover, professional services firms like PwC and Accenture are investing substantially in AI. PwC has allocated $1 billion for AI upskilling of its workforce. Accenture is investing in generative AI tools like Writer and training Adobe Firefly on its proprietary data and brand guidelines. Public relations agency SixEastern has partnered with Perplexity.ai to embed the “answer engine” into its PR offerings, using it to craft briefing documents, conduct media and industry research, and brainstorm creative concepts.

At RAD Intel, we are poised to help PR firms of all sizes harness AI’s power. We believe AI can significantly enhance the role of PR firms and publicists, enabling them to stay ahead of the curve and adapt to the changing landscape to meet their clients’ evolving needs. Here are a few ways we think you can get started: 

• AI Tackles Repetitive Tasks: AI can dramatically cut down time on mundane tasks. According to a Muck Rack report, over half (52%) of respondents said AI made their work “somewhat better,” while 22% found it made their work “much better.” Moreover, AI speeds up work processes, with 52% stating it makes work progress “somewhat more quickly” and 37% saying it boosts speed “much more quickly.” By automating repetitive tasks, AI saves time for PR professionals to focus on high-value activities like strategic planning and creative development. This shift improves efficiency and enhances job satisfaction by reducing monotonous tasks.
• Leveraging AI to Increase Media Pitching Success:  AI can boost the success of media pitches by analyzing data to identify the best times and content for pitches. Propel’s analysis of over 1 million pitches found that only 8% resulted in coverage, showcasing the challenges PR professionals face. AI tools can refine pitch timing and content based on data-driven insights, improving media engagement. For instance, AI can analyze past pitching data to determine the best times to send pitches or tailor messages to match journalists’ interests. This approach leads to higher engagement rates and more successful media placements.

• Developing Better Performing Content with AI:  AI can greatly aid content generation for PR professionals. According to TechCrunch and WWD, 71% of respondents hope AI will help with tweaking social media posts, generating surveys, creating talking points, assisting with FAQ documents, and refining drafts. While AI can quickly produce content, most users still find it needs significant editing. However, their potential to improve content quality grows as AI tools evolve. Using AI for content creation allows PR professionals to streamline workflows and produce high-quality content more efficiently.
• Choosing Better Influencers for Marketing Campaigns with AI:. AI can optimize influencer marketing by identifying the most effective influencers and maximizing campaign impact. In 2023, creator content provided brands with $62.3 billion in earned media value, a 14% increase from 2022. AI tools can help maximize marketing campaign impact by selecting influencers who drive engagement and sales. For instance, AI can analyze social media data to find influencers with the highest engagement rates and most relevant audiences. This data-driven approach ensures targeted and effective marketing campaigns, leading to better ROI and more successful outcomes.

As AI tools continue to mature, they will be more seamlessly integrated into PR workflows. The role of communicators will evolve into that of an “orchestrator” – guiding AI tools to integrate outputs for the highest quality work product. Professionals will remain crucial for understanding context, making ethical choices, and building stakeholder relationships that machines cannot fully grasp. AI tools serve as members of an orchestra, while human orchestrators ensure the symphony is both harmonious and impactful. 

The future of PR lies in the harmonious integration of human expertise and AI capabilities, driving innovation and success in the industry.

Everyone is always searching for something. Whether it’s a new recipe, a restaurant, a new outfit, or insight on a subject – as humans, our natural curiosity always has us searching for something. Since the dawn of online search, how we have searched has evolved dramatically.

The history of online search began in the early 1990s with the creation of the first web search engines like Archie and Veronica, which indexed FTP sites and text files, respectively. In 1994, Yahoo! revolutionized the field by organizing web pages into a directory, while Google, founded in 1998, transformed search with its PageRank algorithm that ranked pages based on relevance and link popularity. Over the years, online search has evolved tremendously with advancements in algorithms, artificial intelligence, and the integration of personalized and real-time search capabilities. Just look at Google as an example. During the Google I/O 2024 conference, Google unveiled several significant advancements in its Gemini AI search capabilities, including a new AI-powered search engine that integrates multi-step reasoning, planning, and video search features, including AI Overviews that summarize web content in response to complex queries.

However, in the midst of AI search, when brands and search experts alike are spending dollars to become searchable on AI-driven platforms, Google has announced that the old way of search is making a comeback. The company released a new ‘web’ setting for the search engine that will take you back to the glory days of Google Search in the year 2000, surfacing only a list of text-based links, meaning no images, no shopping results, and no AI-generated answers. The results will look like old-school Google. You get ten blue links, and that’s it, with everything else (Google Maps, answer info boxes, etc) disabled.

We at RAD Intel have been getting asked a lot of questions about this new web setting and what it means for brand marketers. So, here are some of our top-line thoughts:

• Micro-Bloggers Will Make A Comeback: With text-based web searching back in action, we predict that the era of micro-bloggers that got phased out by social media platforms like Instagram and TikTok will make a return. These bloggers, who focus on niche topics and have loyal followings, will find new opportunities to shine as users seek detailed and specific information.

• Influencers Will Focus More On Quality Copywriting: As Google puts a higher optimization on text and copy in their search algorithm, expect influencers of all sizes to really focus on writing more SEO-informed copy. This means creating content that is optimized not just for the platform the influencer is writing for but also for Google search more broadly. High-quality, engaging, and informative writing will become a key factor in maintaining and growing their influence.

• Users Will Opt Into Web-Only Search: Expect users in droves to opt into this old-school way of searching, especially as the AI models being used today still haven’t gained critical mass around trust. Considering that hallucination (when AI makes up answers) still remains a problem for AI models, even Google’s Gemini, many users will prefer the reliability of text-based search results. This trend will particularly appeal to those who value accuracy and authenticity in their search experiences.

The big takeaway for brand marketers who are looking at this update and asking themselves, “What does this mean for me and my brand?” is this: don’t sleep on great copywriting, blogging, and text-only content. Simply put, when a micro-moment happens, and a potential customer seeks insight or information to make an informed decision, great writing can still move the needle. Even when more young consumers are using platforms like TikTok as their primary search engine, the demand for high-quality text-based content remains significant. Brands that invest in strong, well-written content will be well-positioned to capture the attention and trust of these discerning consumers.

Learning from Bud Light’s Influencer Marketing Blunder: How Artificial Intelligence Can Prevent Dumb Mistakes

If you want to illustrate why brands need data-informed decisions when doing influencer marketing, you need look no further than the case of Bud Light. Whatever you think of the Dylan Mulvaney controversy, the bottom line for Bud Light parent Anheuser-Busch is $15.7 billion in losses since April 1 and projected annual sales declines of 12% to 13%. In an epic marketing disaster, Bud Light managed first to alienate a significant chunk of its core demographic, then backtrack and anger the same audience it sought to attract in the first place.

But Bud Light’s blunder isn’t unique, and we don’t need to pile on the legacy brand to make the point. The history of marketing is replete with historical and recent examples of companies that have made branding decisions out of touch with their target market. New Coke. Pepsi’s Kendall Jenner ad. Star Wars: The Last Jedi. The list goes on.

What Caused Bud Light’s Marketing Fail?

What causes such colossal marketing disasters? Anonymous sources at Bud Light in crisis management mode have blamed a disconnect between upper management and marketing executives. Bud Light marketing VP Alissa Heinerscheid explained that she sought to attract young drinkers by repudiating what she called the brand’s “fratty out-of-touch humor”.

Speaking to PR Week, Adam Ritchie of Adam Ritchie Brand Direction observed that Bud Light’s failure felt like the brand was trying to take a “shortcut toward trendiness”. Peppercomm CEO Steve Cody concurred, saying that Bud Light’s temporary trendiness came across as fake, inauthentic “purpose-washing” out of touch with the brand’s own purpose and values.

These diagnoses from PR professionals underscore the risks brands face when their marketing teams launch campaigns based on bright ideas uninformed by target audience feedback. Bud Light wanted to attract a younger demographic, but the means it chose to do so alienated actual Bud drinkers as well as young activists unimpressed by impersonations of wokeness. This would not have happened if Bud Light had made more effort to get feedback from actual consumers before launching their campaign. In today’s connected culture, that means making data-informed decisions driven by digital input from online audiences.

In this post, we’ll show you how using AI to make data-informed decisions can help you avoid mistakes like Bud Light’s and enjoy the fruits of successful influencer marketing campaigns. First, we’ll look at why marketing blunders like Bud Light’s happen and how lack of data contributes to campaign failures. Then we’ll explain how RAD Intel uses artificial intelligence to connect audience persona models with the right creative strategies and key opinion leaders to reach your target demographic. Finally, we’ll walk you through the process of launching a successful influencer marketing campaign that avoids the types of mistakes Bud Light made.

How Marketing Blunders Happen

Bud Light’s Dylan Mulvaney marketing disaster replicated mistakes Pepsi made with its failed Kendall Jenner ad campaign, and insights gained from that episode shed light on how these types of blunders happen. The Atlantic staff writer Joe Pinsker spoke to industry insiders and discovered what typically happens.

The process usually begins with a recommendation based on an internal research report, Pinsker learned. For example, a company’s research might indicate that Millennials would be a good target demographic to pursue. Seeking to identify what values appeal to Millennials, the research team learns that Millennials identify with social justice activism. Combining these pieces of data, the research team concludes that an activist ad campaign will attract Millennials. (As we’ll discuss later, this conclusion is filled with biases and is often incorrect.)

These assumptions get passed on to the brand’s marketing agency in the form of a creative brief. Working over a several-month period, the creative team’s copywriter and art director brainstorm ideas and share them with the project director. The project director reviews ideas, tosses some out, and selects some for development. Eventually, the director picks their favorite idea and shares it with the rest of their creative agency for feedback and approval.

The approved idea gets passed back to the client for their input. Once the agency and client agree on a final script, a producer gets the production process rolling. During production, the ad may be shown to focus groups for feedback. Finally, the finished ad gets released.

And at that point, if something has gone wrong earlier in the process, the damage is done. The brand, aka “you” are left with inauthentic content, and your audience is well aware of it.

The Bud Light mistake should serve as a crucial reminder for brands and marketers. With the rise of influencers who have amassed large audiences, secondary interest groups have become even more important.  This is critical – especially as more and more brands aim to tackle sensitive topics. 

Why does, or should we say doesn’t this happen?

McKinsey research unveiled personalization as the foremost trend among consumers to foster loyalty within their customer base. This advice from McKinsey applies to both creators and brands. A successful brand should tailor its offerings to a select set of buyer personas, while creators should craft content that resonates with those same personas. 

Where Influencer Marketing Campaign Development Goes Astray

When the development process described above works correctly, the results can be beautiful. But while the process contains some checkpoints for flagging bad ideas before they move forward, there are several ways mistakes slip through the cracks.

The seeds of disaster may be sown as far back as the research stage. In the above example, the research team combined two pieces of data to reach their conclusion: Millennials would be a desirable target audience. Millennials identify with social justice activism. Therefore, we should do a social justice ad. This was essentially the reasoning underlying Bud Light’s campaign as explained by Alissa Heinerscheid.

But while the research team may think this is a logical conclusion, what if the intended Millennial audience doesn’t line up with those same conclusions? What if Millennial beer drinkers don’t make decisions about beverage consumption based on whether advertisers appeal to social justice activism? What if the Millennial demographic has varying views that don’t all fit into one neat box? Or what if other target demographics will respond negatively to an ad that supposedly appeals to Millennials? Unless the researchers are getting feedback from their market on whether their idea is a good idea, they’re guessing. And their guesses may be biased, especially if the research team is composed of a different demographic than the audience they’re trying to reach.

Another bottleneck in the development process can emerge once the creative team starts using the research team’s recommendations to generate campaign concepts. While the creative team may brainstorm many ideas, ultimately, the project director gets to decide which idea will be put into production. Project directors typically rely on intuition and personal preference to make this decision. But if they’re not getting input from their intended audience, they’re projecting a personal bias onto their market.

A final checkpoint to catch a potential looming disaster are highly biased, often outdated focus groups. These groups can indeed save the day, but they also can drop the ball.  Some members of the group may be afraid to voice objections because of actual or perceived peer pressure. Or the producer or marketing team may ignore and override what the focus group says.

These are some of the vulnerabilities in the influencer campaign development process that create openings for disasters. One thing all these failed checkpoints have in common is reliance on subjective opinion and sentiment instead of hard data.

How Lack of Data Contributes to Marketing Disasters

Consider how lack of data can create single points of failure at key checkpoints in the development process:

If research teams reach conclusions about what demographics want without actually consulting those demographics, they can pass misguided assumptions on to the creative team. This can set the entire development process off on the wrong foot, setting the stage for failure.

If creative project directors give ad concepts the green light based on their own beliefs and preferences instead of those of their target audience, a campaign can completely misfire. No matter what the rest of the team does, or how clever the copywriters are; no matter how beautiful the art direction, and no matter how professional the production, the most perfectly packaged campaign can fail if it delivers the wrong message to the target audience.

If focus groups don’t represent the intended audience, or group members don’t speak candidly, or production teams suppress unwanted input, a campaign can end in disaster.

But what happens if you reverse this scenario by injecting key data at critical points in the development process?

What if research teams check their conclusions against actual audiences before passing them on to creative teams?

What if creative project directors check their preferences against actual audience preferences?

What if focus groups get feedback from a well-selected audience sample having authentic conversations about their candid opinions?

If you make these adjustments, now you have research teams passing on accurate information to creative teams. Now you have creative project directors making data-driven decisions guided by objective market research. Now you have production teams getting the opportunity to fine-tune their final productions based on what audiences actually like. Now you have a recipe for success.

This sounds great in theory. But putting these insights into action is complex at best. 

How RAD INTEL Delivers Persona-based Influencer Marketing 

RAD Intel has developed the industry-leading standard for KOL/influencer marketing that keeps marketing campaigns aligned with their target audiences and prevents disasters. With over 600 API-based data connections, including Reddit, we provide unparalleled access to authentic conversations that ultimately match creative strategy to audience targets. This results in unbiased influencer marketing powered by artificial intelligence alongside a continuous feedback loop informed by data. 

How does it work? 

We take a step-by-step approach that starts with AI-informed audience personas that illuminate creative strategies and influencer selections.

Step 1: Establish Data-based Goals and Benchmarks

During our discovery process, your client success manager trains our AI on your performance goals. Our onboarding process ingests your historical performance data from social and brand-owned channels to establish measurable benchmarks and quantifiable performance goals.

Step 2: Develop AI-informed Persona Models for Audience Identification

Using the data from 600+ API connections and Reddit, we identify the dominant interests and topics your target audience persona is talking about. Expanding on this, we identify secondary and overlapping interests your target customer cares most about. This process provides our clients with AI-informed persona models for optimal audience identification and messaging strategies. There’s no need to guess what your audience wants because we know.  This information is unbiased and if used properly, ensures the optimal messaging strategy for your target customer.

Step 3: Connect Persona Models to Creative Strategies

Next, your AI-informed persona models are used to guide the creative strategy for your target audience. Connecting your campaign objective to who your target persona is, we identify what interests your audience cares about, as well as where and when you should distribute content to reach them. We help you understand exactly why and how to connect with your audience.

Step 4: Identify the Right Influencers

With your target persona and optimal strategy defined, our AI platform is able to match influencers and key opinion leaders who fit your audience by persona. Our AI identifies the top 1% of KOLs and influencers who match your campaign criteria. Based on our findings, we provide AI-informed recommendations for approval. We work with you to identify evangelists that authentically align with your target customer persona and campaign strategy.   

Step 5: Using your Performance Data to Inform

After you launch your campaign, we use ongoing performance monitoring to make sure you stay aligned with your audience. Through ongoing tracking, reporting, and optimizations, we ensure each client continually achieves their intended goals. In short, we ensure our clients don’t end up with a marketing misfire like Bud Light.

How a Successful Influencer Marketing Campaign Works

The RAD Intel way is a methodology powered by industry-leading artificial intelligence, designed specifically for influencer marketing.

1 AI delivers the optimal audience persona, content strategy

2 AI matches talent recommendations by persona and content strategy for approval 

3 We handle everything including, contracting, content rights and campaign deliverables

4 Client control accepting and rejecting influencers including content revisions

5 We handle quality assurance which includes;  reviewing content at scale, managing asset distribution, integrating content with brand and social channels and adapting content for paid amplification

Simply put, our clients rely on our data sources and AI-powered persona models to eliminate uncertainty when making campaign decisions. Witness the power first-hand with a live demo today.