Influencers have become a cornerstone of the unit’s distribution strategy.
At first glance, there’s little that sets Shaun McBride—a charismatic former skateboarder who goes by the handle “Shonduras”—apart from the millions of other social media influencers enjoying the spoils of Internet fame. But in March, Viacom’s brand studio, Velocity, anointed McBride as a creative consultant, a move based largely on his Snapchat success.
McBride is among the many influencers the unit works with, mainly on campaigns, in a given year. His prominence shows how seriously Viacom takes its digital talent strategy: Velocity uses social media influencers in 90 percent of its campaigns, an approach that has evolved over years.
“A few years ago—the good old days—we could’ve put up a social post on certain platforms on behalf of an advertiser in the hopes of getting perhaps over 50 percent of those people to actually see it organically,” said Lydia Daly, SVP of Social Media and Branded Content Strategy for Viacom Velocity. “Now it could be as little as less than five percent meaning our distribution tactics have had to evolve.”
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