Influencer marketing is the best-performing marketing channel and will remain so for as long as social media exists. On average, influencer marketing has an ROI of 5X, with peaks at over 13X. It offers a new and fluid way to target specific audiences that no other channel can compare.
But it is not all roses. Influencer marketing, especially negotiation, tends to be secretive, and very few companies are willing to publish data about their deals.
Due to all the secrecy, it takes work for brands to evaluate the potential of collaboration and put a price on it. Furthermore, since metrics like audience demographics are scarce, many brands may not expect to assess the potential collaborations on these data.
At CreatorDB, we strive to bring more transparency to the industry by providing objective and reliable information based on our first-hand experience that other players can use to improve their strategy and foster a better environment for everyone in the creator economy.
This article dives into key lessons marketers can learn from MrBeast’s pitch deck for General Motors (GM), providing actionable insights on evaluating influencer partnerships. Whether you’re a marketer or a brand looking to improve your strategy, this guide will equip you with practical tips to maximize your influencer marketing efforts.
How We Got This Pitch Deck
In 2020, MrBeast, the most popular Youtuber with hundreds of million subscribers, partnered with Virtual Dining Concepts (VDC), a ghost kitchen provider, to create MrBeast Burgers.
In 2023, MrBeast sued VDC after it could not maintain consistent food quality. In retaliation, VDC countersued for breach of contract. Along with the filing for the second lawsuit was a pitch deck used by the MrBeast team to entice GM to collaborate with the influencer for their Electric Vehicle (EV) line.
Who is MrBeast?
MrBeast, AKA Jimmy Donaldson, is the most subscribed YouTuber worldwide, with 320+ million subscribers. He is known for his grandiose and extravagant videos, often competition or challenge-based.
His rise to the top of YouTube has been described as a shift from the era of vloggers to the dawn of highly produced, studio-like videos.
MrBeast viewers are, for the most part, young, male, and highly loyal to his brand.
What is a Pitch Deck?
A pitch deck is a presentation to convince a potential client of collaboration possibilities. The main aim of the deck is to make a good case for the compatibility of the influencer audience and messaging with the brand product and image.
The deck includes relevant metrics, examples of previous content that connects to the brand, and future content ideas.
Our Look at MrBeast Pitch Deck
What to Look for in a Pitch Deck
- Creator introduction
- Look for connection points and similarities in presentation and image.
- Make sure the influencer’s audience is aligned with the brand’s customer persona.
- Content Alignment
- Evaluate the platforms the creator uses and how they can reflect the brand’s goals.
- Consider the content formats and ways to include them in the brand’s strategy.
- Trend Information
- Past virality doesn’t guarantee future success.
- Stable growth and engagement are less eye-striking but more rewarding for a campaign.
Through the deck, it is vital to get to know the creator and understand how they can bring value to the company and the brand, which channels are its strong suit, and how different content formats can be employed to maximize the effects.
It can also indicate the creator’s current trajectory. If the references point to outdated or loosely relevant content, it could suggest that their peak has passed and their performance has declined.
What Really Matters
- Audience
- This includes the number of followers, engagement rate, and the audience’s age groups, sex, and geographical distribution.
- Previous results with the audience and similar products
- Sponsorship record
- If the same creator sponsors multiple competing brands, the audience will soon identify them as inauthentic, and the collaboration’s results will be minimal.
- Organically showcasing a brand, even without direct sponsorship, can make it harder for the audience to believe a change in opinion—especially if the creator is now sponsored by the same brand.
- Adaptability and innovation
- A strong case for collaboration based on shared values, points of view, or goals.
- Unique ideas on how your product can be featured in their content. These can be practical or aspirational ideas, but they show genuine interest in collaborating with your brand.
Conclusion
Key Takeaways for Marketing Leaders
- Don’t Be Dazzled by Audience Size Alone:
- While large followings are impressive, focus on relevance to your brand.
- Example: MrBeast’s deck lacked alignment with GM’s target demographics (e.g., geographic data, buyer profiles).
- Push for Specifics:
- Ask for tailored ideas that directly integrate your brand’s values and objectives.
- Insight: GM’s EV pitch included generic data but little that tied MrBeast’s audience to EV buyers.
- Verify Alignment with Your Market:
- Analyze audience geography, interests, and income brackets.
- Learn from GM’s missed opportunity: Does the influencer’s audience overlap with your ideal customer profile?
Strategic Recommendations for Evaluating Influencer Partnerships
- Evaluate Pitch Deck Quality:
- Does it address your target market and brand values?
- Are the creative ideas compelling and realistic?
- Analyze Beyond Metrics:
- Avoid relying solely on audience size or engagement. Look for insights into previous campaigns, audience interests, and long-term brand alignment.
- Ask Probing Questions:
- How does the influencer’s content connect with your industry?
- What creative content ideas can elevate your product?
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