Project Description
Case Study: Made with Descript Influencer Program
Made with Descript Influencer Marketing Program Builds Awareness for Tech Startup
Creating an Effective Influencer Marketing Program
San Francisco-based software startup Descript makes a collaborative audio/video editing platform that works like a doc. It’s seriously cool and seriously packed with features, including transcription, screen recording, publishing, full multitrack editing, and some mind-bendingly useful AI tools.
Content creators who discover Descript wonder how they ever lived without it. But the editing workflow is so revolutionary that it can be difficult to explain. It’s the type of tool that you have to see to understand. Enter Amplify!
When we started working with Descript in mid-2020, we immediately saw the need to mobilize Descript’s growing user base to create a tidal wave of inspiring, educational video content using the software.
So we developed #MadeWithDescript—an influencer marketing campaign that showcases technical and inspirational content from a growing community of handpicked brand ambassadors. This consistent pipeline of high-quality video content is helping grow awareness of Descript by demonstrating what’s possible with the platform.
Developing an Influencer Marketing Strategy
As a rapidly growing startup, Descript didn’t have the time or resources to manage an influencer program on their own. Amplify offered a turnkey approach to influencer marketing that covered all the bases, while allowing company leaders to focus on growing the business.
And it all started with gaining a deep understanding of Descript’s product and customers.
We worked with founder Andrew Mason to outline a range of potential use cases for Descript, including the most relevant product benefits, messages and storylines. This was challenging because the product can be used for a wide range of content creation uses—from corporate videos to vlogs and more.
Once we determined the main customer groups for the product, it was time to select the right influencers for our program.
Selecting the Right Influencers
With over 500,000 people generating income as online influencers, it can be difficult to find the right content creators to work with. Using our deep understanding of the Descript brand, we were able to identify a select group of YouTube creators that speak directly to the customers they wanted to reach.
How to Compensate Influencers
Our influencer marketing program for Descript operates primarily on an affiliate system. Each influencer we work with gets a custom link their viewers can use to try Descript. When one of those viewers purchases a subscription through the link, that influencer earns 15% of the purchase price. Influencers also receive complimentary access to Descript Pro, its most advanced editing suite.
KPIs for Influencer Marketing
We ensure high-quality content by delivering key messages and product training to each creator. Making sure each creator has a great experience using the product keeps content informative and on brand.
We measure reach of content created by calculating aggregate view count from the hashtags #MadeWithDescript and #DescriptPro. Internally, Descript can then track total monthly click-through rates of affiliate links as well as subscription conversion rates.
The Results
Since driving this program, influencers have created over 20 videos, podcasts and social media shareables that showcase or feature Descript in ways that authentically cater to their core audience. We continue to expand this program by reaching out to over 60 influencers each month, creating a robust content calendar featuring the best, most relevant creators.