Author: Bree Brouwer / Source: Tubular Insights In the world of video marketing, statistics and data are consistently touted as the most
In the world of video marketing, statistics and data are consistently touted as the most important metrics to consider when determining the success of a branded content campaign. But sometimes it’s important to pause for a moment and remember that stats aren’t everything, even in this technology-driven world. Data points are all well and good, but it’s the quality and often intangible social impact of the corresponding video content that matters.
So for this next installment of our “Day in the Life Of” series, we sat down with one of the most impactful Facebook publishers around, ATTN:. Defining itself as an “issues-driven media company,” ATTN: works with brands and companies to create engaging, custom content across a variety of media platforms to help set them up as thought leaders on important issues. Here’s what Taryn Crouthers, Head of Brand Partnerships at ATTN:, had to say about the company’s branded content strategy and how it’s helped ATTN: rank as the #1 publisher on Facebook in terms of 30-day average views:
Working on Brand Deals Every Day
Tubular Insights: How did you get your position at ATTN:?
Taryn Crouthers: I owe my position at ATTN: to the powers of social media, which upon reflection seems extremely fitting. I had worked in ad sales and brand partnerships for years, but was content in my current role. One day last winter, I happened to be scrolling through my Instagram feed when I saw a post from an old friend about raising a Series B investment round. We had not connected in a few years, so I wrote him a quick note to say congratulations. Our conversation quickly turned from a social catch-up into a serious job prospect, and the rest is history.
TI: What is the first thing you do when you sit down at your desk?
TC: The first thing that I do each morning is check vitals and give notes across all of our outstanding Brand Partnership projects. This can range from helping with a negotiation, to adding creative suggestions on an RFP (request for proposal) response, to watching a rough cut of a video in production. Since ATTN: is headquartered in LA and I sit in NY, my mornings are usually the quietest time of the day. This is also when I get to watch all of the incredible work the ATTN: video and production team has brought to life from the night before.
TI: What does an average day look like for you after this, step-by-step or process-by-process?
TC: My favorite thing about my role at ATTN: is my involvement in so many different parts of the business. The Brand Partnerships team is responsible for sales, branded creative strategy and account management, so those are my main areas of focus each day.
7:30 – 8:30 am – Commuting time
With the social media space and ad sales industry constantly changing, I use my morning commute to read the trades and catch up on the daily news. I always start with ATTN: editorial content, and then dig into a variety of other great publishers in the space. I also look at trending topics across social…