Today’s is a unique episode. I have two amazing guests to offer two different perspectives about a theme that I’ve always been very very fascinated by - influencer marketing, and the economics of internet fame. Sophia Yeh(aka Sophia Beatbox, or Sophia Kiddbeatz) is a YouTuber and influencer manager. Sophia literally grew up with Youtube. She started making videos in high school, and really took off on the Youtube platform as a teenager making these really cool beatboxing videos. After growing her presence on Youtube for a number of years, she moved over to the business side of influencer marketing - in helping influencers strike deals with brands. Adam Hadi is the VP of Marketing at Current, and is known as one of the foremost experts in the world at influencer marketing, particularly for mobile apps. Adam began his career as an economist at the Bureau of Labor Statistics, and made his way into mobile app marketing for The Topps Company, in which capacity he stumbled upon the wild world of influencer marketing. Since then, he’s headed up marketing for leading apps such as Draft, Quidd and now Current - and advised a host of other apps on influencer marketing. Between them, Adam & Sophia bring very unique perspectives on influencer marketing - on what it’s like to be an influencer, on what it takes to grow an audience as an influencer, on the unique and peculiar challenges of being a creator and a businessperson, on how deals are made on influencer marketing platforms - and so much more.

KEY HIGHLIGHTS

• What inspired Sophia to make Youtube videos in high school - and the first results she saw on her first 4 videos.
• How Adam stumbled upon influencers while running campaigns for a soccer app.
• How influencers like MiniMinter & KSI evolved with the Youtube platform and expanded their brand from just FIFA related content to much broader themes.
• How Adam essentially hunted down his target influencers at the conference PAX East.
• The most important factor that contributes to an influencer’s early growth - and why ignoring this caused Sophia’s Youtube to die down for a bit. How this factor impacts Youtube’s algorithms.
• What catalyzes influencers who grow really big - or expand their brand in dramatically different ways?
• What results Sophia saw when she tested videos that didn’t show her beatboxing
• How marketers evaluate a new channel for influencers who are present on it. Is there a minimum audience size at which a platform becomes interesting for marketers?
• Why influencer marketing can be intimidating for performance marketers - since they dont have a lot of raw data to base decisions off of. What Adam recommends doing to make these assessments when there is imperfect data.
• Why platforms such as Google have had some reluctance to embracing influencer marketing
• The Adpocalypse - and how that hit influencers badly, and how Sophia reacted to the hit her channels were taking. 

Check out the full transcript and show notes here:
https://howthingsgrow.co/the-inner-workings-of-internet-fame-with-sophia-yehcmo-at-most-amazing-adam-hadivp-of-marketing-at-current/

**

Get more goodies here:
http://MobileUserAcquisitionShow.com
http://RocketShipHQ.com
http://RocketShipHQ.com/blog