Understanding the Current State of Influencer Marketing

Adam Gausepohl is the CEO and Head of Creative and Social Strategy at PopShorts, a social media strategy and influencer marketing agency. As a leader in the social marketing space, he serves as a judge of The Shorty Awards, The Webby Awards, and The Lovie Awards. Adam was named a Forbes 30 Under 30 finalist in marketing and advertising and has crafted award-winning campaigns for the world’s largest brands, studios, and agencies. His past clients include NBC, Sony, Geico, Chase, Nordstrom, Ford, and Adobe.

Despite reports of a potential ban, TikTok remains one of the leading social media platforms, so brands must develop a strategy to engage their audiences. Influencer marketing has a high success rate on the platform, but selecting an ideal creator to boost campaign performance is essential. How can you optimize this approach to maximize ROAS and sales?

Social media strategist Adam Gausepohl affirms that creating a viral video is not a necessary component in generating sales. Instead, you should identify a campaign objective so the TikTok algorithm displays your videos to the appropriate audience. When evaluating influencers, Adam recommends selecting creators who market to your target audience and align with your brand goals. Creating a high-performing campaign requires collaborating with creators to integrate your messaging with their style. 

In this episode of The Digital Deep Dive, Aaron Conant sits down with Adam Gausepohl, the CEO and Head of Creative and Social Strategy at PopShorts, to discuss best practices for influencer marketing. Adam shares how to generate audience engagement on TikTok, key metrics for evaluating TikTok campaign performance, and how influencer marketing has evolved.