In 2019, Blue Wire‘s community of podcasts obtained a complete of 5 million downloads. In 2020, that quantity rose to 16 million. Then, in 2021, it shot as much as 60 million.
The firm’s secret is straightforward: Social media. By tapping creators because the hosts of its podcasts and buying creator-led exhibits, Blue Wire has landed on an influencer advertising and marketing goldmine. Its 2021 gross sales are anticipated to carry in about $10 million in ad income, in response to Marketing Brew.
Influencer advertising and marketing is nothing new. Blue Wire places its spin on that business by promoting cross-platform packages to its promoting companions. In addition to sponsoring podcasts, manufacturers can get their cash’s value by receiving shout-outs throughout the social net. instance of this strategy will be seen on the Blue Wire podcast The Dew Zone, which is hosted by Druski. Between his 4 million Instagram followers, his 3.2 million TikTok followers, and his smaller followings on Twitter, YouTube, and Twitch, Druski has the power to plug a model on a number of channels.Subscribe for each day Tubefilter Top TalesSubscribe
The individuals who allow this technique are those Blue Wire head of content material Scott Reinen calls “ride-or-dies.” Those are the passionate followers who will comply with creators to new ventures — similar to a podcast. When he searches for future Blue Wire companions on platforms like Twitter and TikTok, Reinen instructed Marketing Brew he appears to be like for “that basically deep entrenchment of an viewers base” that can “go throughout to YouTube, will go into audio, will purchase their merch, will go to occasions.”
The creators thus far who’ve matched that description fall into a couple of completely different classes. There are those who Blue Wire shapes into podcast hosts, similar to TikTok persona Matthew Sponhour. Reinen observed the engagement Sponhour bought on his movies and tapped him to host the sports activities podcast Stay Hot. Other Blue Wire companions already had their very own audio exhibits earlier than they joined the community. Justice Summerset and David Egbo, the hosts of the tradition podcast Don’t Trip, caught Blue Wire’s eye due to their TikTok movies. Now they produce their podcast beneath the Blue Wire umbrella.
Bottom line: Influencer advertising and marketing nonetheless sells, if you know easy methods to strategy it. Blue Wire’s slate of unique podcasting content material consists of about 30 owned-and-operated exhibits. Stay Hot, which is among the many firm’s extra widespread merchandise, attracts 140,000 downloads monthly.