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How New Platforms Allow Further Reach for Influencer Marketing

Authors: Jess Frank Danna
Posted Under: Influence Pros Podcast
About Influence Pros Podcast:

Influence Pros is the weekly show where professionals learn about case studies and success stories in the fast-growing world of influencer and advocate marketing. Hosted by Heidi Sullivan of Cision and Julianna Vorhaus of TapInfluence, the show chronicles how B2C and B2B companies are working with online influencers and customer advocates to grow reach, engagement, and conversions. View all shows—including free downloadable resources—at

Frank Danna, Co-Founder of GhostCodes and Director of Social Strategy at Softway, joins the Influence Pros Podcast to discuss delving into new platforms, creating new companies, and the power of viewership.

Frank Danna_InstagramQuality Trumps Quantity

Ten Big Macs does not a Filet Mignon make. And if you insist on trying it anyway, we’re not responsible for the tummy ache.
Frank Danna is a wizard of emerging platforms, superior content, and enthusiasm. He believes that quality of content—and not reach—is king, immersing yourself in everything new is important, and that helping just one person makes it all worthwhile.
Softway is an agency dedicated to inspiring and using interactive marketing and technology for creative solutions for clients, and Parabox Creative is micro-content production agency focused on short-form storytelling. And let’s not forget about the popular new platforms that Frank co-founded; SnapCodes is a brilliant way to rank and curate the most popular Snapchat accounts, and GhostCodes is a real-time Snapchat search engine.

In This Episode

  • Why alignment of values is essential for success
  • How micro-influencers are the next wave in marketing
  • Why delving into new platforms is not only fun, but productive
  • How to focus your hustle for optimum results in the real world
  • How to determine what has the most value for a campaign


Quotes From This Episode

“It all comes down to value and what value a brand is bringing to an individual or what relationship that brand has to an individual.” —@Erskine
“Limitations actually create creativity.” —@Erskine
“The influencer and their follower and the content they produce must all align as closely as possible to what the brand’s values are.” —@Erskine
“We built a company because we wanted to add legitimacy to the content we were producing. We didn’t just want to be freelancers. We wanted to build something.” —@Erskine

“From a very deeply emotional side, we can also go into the humorous side as well and produce content that, in just a few moments, you can jump between funny or sad or perplexing or weird. That’s what’s really powerful about these platforms and creating on these things.” —@Erskine

“It’s giving people that have these passions and have this talent and have creativity to create an entrepreneurial thing that they love. It’s more about passion.” —@Erskine
“The fact that brands think that their content is viewed after a few hours of the lifecycle of the content is silly.” —@Erskine



Would You Rather

Would you rather be completely alone for five years or constantly be surrounded by people and never alone for five years?
I’d have to be around people. I could not survive by myself. I’d have to be able to talk to people. I’d have to choose being constantly surrounded by people.
Would you rather have the best house in a bad neighborhood, or the worst house in a very fancy neighborhood?
I would have the worst house in avery fancy neighborhood. I could absolutely sell a bad house in a good neighborhood for the property value alone and not have to worry about it.
Would you rather be an amazing dancer or an amazing singer?
Oh, dance all the time. Dance for days. I don’t want to be a singer.

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