DealMaker tracks a large amount of sponsored social media content globally including over 224k videos, 70k campaigns, and influencers in many industries and countries, suggesting it is strong for finding influencers at scale. However, the document does not provide details on DealMaker's interface or how directly it allows finding influencers by relevant criteria, so its weaknesses could include limited filtering options. The case study also shows how DealMaker data helped a media company validate campaign performance and secure an ongoing brand partnership, demonstrating its strengths in measuring influencer marketing results.

1. Rate DealMaker’s strengths and
weaknesses in finding social media
influencers for a project.
Learning objective for Module 3, Lesson 2

2. DealMaker tracks sponsored content globally
• Tubular says that DealMaker
tracks 140k sponsored videos,
30k campaigns, 15k brand
sponsors, and 15k content
partners.
• But, DealMaker now tracks
224k sponsored videos, 70.7k
campaigns, 23.5k brand
sponsors, and 24.9k content
partners in 24 industries, 21
genres, and 151 countries.
Source: Tubular Labs, DealMaker

3. Every brand must have an influencer strategy
Source: Allison Stern, SlideShare, “The State of the Influencer Economy,” July 22, 2017

4. Influencers dominate social video ecosystem
Source: Allison Stern, SlideShare, “The State of the Influencer Economy,” July 22, 2017

5. Is your goal to drive views or engagement?
Media companies drive views Influencers drive engagement
Source: Allison Stern, SlideShare, “The State of the Influencer Economy,” July 22, 2017

6. Tubular’s 5 principles of influencer marketing
• Evergreen not viral content.
• Bethany Mota not Tina Fey.
←Or, the next Bethany Mota not
Bethany Mota.
• Program differently for each
major platform.
• Spend on promotion, not on
production.
• Learn, iterate, and advance.
Source: Allison Stern, SlideShare, “The State of the Influencer Economy,” July 22, 2017

7. Jungle Creations is a digital media company
• Jungle Creations is the world’s
5th most viewed media &
entertainment property.
• Over 43 million people follow
its 14 channels, which include
VT, formerly know as Viral
Thread, and Twisted, which
features fun and shareable
recipe content.
• Together, these channels get 3.7
billion video views a month.
Source: Tubular Labs, Jungle Creations mini case study

8. Jungle Creations creates content for brands
• Jungle Creations creates
content for the biggest brands
in the world, and pushes it out
through their channels.
• Jungle Creations was looking
for a trusted, third-party
solution to highlight the
performance of the sponsored
video campaigns it had
produced on behalf of Oreo.
Source: Tubular Labs, Jungle Creations mini case study

9. Performance of organic Oreo content
• Jungle Creations used Tubular
Video Ratings, an industry
benchmark, to measure the
performance of organic Oreo
content using V30, which
measures the number of views
a video gets in the first 30
days, and total engagements,
which includes likes,
comments, and shares.
Source: Tubular Labs, Jungle Creations mini case study

10. Performance of sponsored Oreo content
• Jungle Creations validated the
performance of its sponsored
Oreo content on Twisted.
• 6 videos achieved an average
V30 of 3.5 million – delivering
11X more reach than the
organic Oreo content.
• Total engagements for the
sponsored content were also
higher than Oreo’s organic
content – 326K versus 94K.
Source: Tubular Labs, Jungle Creations mini case study

11. DealMaker helped Twisted win a big deal
• By showing the famous cookie
company how Twisted reaches
millions of people with its
cleverly curated, inspiring, and
playful content, Jungle
Creations brokered an ongoing
partnership with Oreo.
• Jamie Bolding, the CEO of
Jungle Creations, said, “Tubular
has helped earn us well into the
millions of pounds of revenue.”
Source: Tubular Labs, Jungle Creations mini case study

12. Quiz: Rate DealMaker’s strengths and
weaknesses in finding social media influencers
for a project.