How to earn $10 million in advertising revenue per year? Turn influencers into podcasters.

In 2019, blue threadThe podcast network has received a total of five million downloads. In 2020, that number has grown to 16 million. Then, in 2021, it climbed to 60 million.

The company’s secret is simple: social media. By bringing in creators as hosts for its podcasts and acquiring creator-led shows, Blue Wire has landed on an influencer marketing goldmine. Its 2021 sales are expected to bring in around $10 million advertising revenue, according to Marketing infusion.

Influencer marketing is nothing new. Blue Wire is putting its spin on this industry by selling cross-platform packages to its advertising partners. In addition to sponsoring podcasts, brands can get their money’s worth by receiving dedications on the social web. A good example of this approach can be seen on the Blue Wire podcast The dew zonewhich is hosted by Drusky. Between his four million Instagram followers, his 3.2 million TikTok followers, and his smallest followers on Twitter, YouTube, and Twitch, Druski has the ability to plug a brand into multiple channels.

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The people who enable this strategy are those who drive the content of Blue Wire Scott Reinen calls it “ride-or-dies”. It’s the passionate fans who will follow the creators into new ventures, like a podcast. When researching future Blue Wire partners on platforms like Twitter and TikTok, Reinen said Marketing infusion he’s looking for “that really deep entrenchment of an audience base” that “goes to YouTube, goes into audio, buys their merchandise, goes to events.”

So far, creators who have fit this description fall into a few different categories. There are those Blue Wire molds into podcast hosts, like the TikTok personality Matthew Sponhour. Reinen noticed Sponhour’s engagement on his videos and hired him to host the sports podcast Stay warm. Other Blue Wire partners already had their own audio shows before joining the network. Justice Summerset and David Ebothe hosts of the culture podcast don’t stumble, caught the attention of Blue Wire through their TikTok videos. Now they produce their podcast under the Blue Wire umbrella.

Conclusion: Influencer marketing always sells, if you know how to approach it. Blue Wire’s list of original podcasting content includes approximately 30 owned-and-operated shows. Stay warmwhich is among the company’s most popular products, attracts 140,000 downloads per month.

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