Episode 51

Jess Flack

Running an Influencer Marketing Campaign at Scale

Play Video

In this episode, Adam and Carlton are joined by Jess Flack, co-founder and CEO of Ubiquitous. From her background in film school, Jess talks about using video to leverage marketing, becoming a success on TikTok, determining the effectiveness of a social media campaign, and more.

Highlights from the conversation:

  • Where it’s at on TikTok (7:30)
  • Jess’ background and career journey (9:58)
  • Influencer marketing (18:32)
  • Judging the effectiveness of a campaign (23:40)
  • Programmatic performance marketing (26:37)
  • Getting started with influencer marketing (31:24)

Keep up with Jess:

* Want to be featured in a future episode? Drop your question/comment/criticism/love here: https://podcasts.apple.com/us/podcast/content-is-for-closers/id1280589855 

* Support the pod by spreading the word. Use this link to share: www.contentisforclosers.com

* Have you joined our private email group yet? Go to https://getheard.substack.com/ and join 300+ other content marketers & entrepreneurs scheming up ideas.


Transcription generated by Otter.ai

Adam Vazquez  0:06  

All right. All right. All right, we are back with another episode of Content Is for Closers. It’s your boys. Some are calling us influencers, Carlton. Some are calling us the influencers of the content marketing, podcast space. You specifically. What’s your response to that?


Carlton Riffel  0:21  

Yeah, I’ll take it. If if some people are saying that I don’t know who they are, but we’ll take whatever titles we can get. We’re talking about its influencers today, aren’t we?


Adam Vazquez  0:31  

Yeah, it’s relevant on the mind, because we had Jess Flack from Ubiquitous, CEO of Ubiquitous, on the show, and I kind of like the intro style that we’ve been rolling with recently. So why don’t you describe Jess? And kind of just keep it in the back of your head that she may never get another job if you don’t describe her well.


Carlton Riffel  0:50  

Yeah, so Jess has a really interesting background, she went to film school, which I always have a lot of respect for people that went to film school because the bar that most film schools have for getting through the program is pretty high. So being able to come out with that, and then apply it to marketing. So she jumped into an agency. And that’s really what her background is using video to leverage marketing. And so that really came to a tee when a music platform or music label went to them, the agency that she was working with, to help grow the singles and so what platform would be better for that, and then other than TikTok so that’s where they specialize now is influencer marketing, not just on TikTok but they kind of specialize and that’s where they started. So we’re gonna be talking today about influencer marketing, TikTok, we’re gonna find out how up-to-date Adam is with all that, and have a good time while we’re doing it.


Adam Vazquez  1:44  

Yeah, we can answer that one right off the bat. Yeah. Couple things that I think stuck out to me is like you said she went to art school, film school. And then in the roles that she played at the different agencies and then at Bellhop, some people may have heard of tech startup. She was very— Which one is the creative side? Left brain? Which side is creative? Is that left or right?


Carlton Riffel  2:05  



Adam Vazquez  2:07  

Right brain. Okay, so I’m definitely right brain because I don’t know things like that. I feel like left brain people would know for sure. But anyway.


Carlton Riffel  2:13  

I think the whole thing’s a scam, though. I think that’s what they’ve figured out.


Adam Vazquez  2:16  

Oh, hey-oh. Anyway, the artistic side of her brain that she developed in school, she actually was tasked with and responsible with using the other side when it comes to growth, marketing or performance marketing, which is, I think, a really unique blend, most people have one experience in one or the other. And what it’s allowed Jess to do, and we should describe what Ubiquitous is an influencer connecting platform. So if you’re a brand, if you’re a business that is trying to reach a certain audience, and you’ve probably heard about influencers, you’ve probably, unknowingly, maybe you’ve probably experienced the impact of an influencer on some purchase decision that you made. What Ubiquitous does what Jess and her team do is help identify what the right influencer, who the right influencer might be for your brand, and then manage that relationship, because there’s a lot that goes into that there’s a lot of input that has to happen in terms of what the creative looks like, when it gets posted, what the messaging is, what’s the impact and the results and the analysis afterward? So there’s a whole ecosystem around that, and ubiquitous, helps people manage that. But anyway, to Jess, she just, that is what I came away with. She has this powerhouse mind that’s able to think and act both on the creative side as well as the data side. And I thought that was pretty unique.


Carlton Riffel  3:42  

Yeah, that’s great. I was also thinking about our audience and a lot of them. I wouldn’t say a lot, I’d say a good portion of our audience is more in the b2b space. And I think when a lot of them hear influencer marketing, they may think, well, that’s not for me, or that’s maybe roll their eyes a little bit. But really what you’re doing when you do influencer marketing is you’re borrowing somebody else’s audience. Right? So I think if you don’t think it’s so much of like, oh, this is a silly dance or whatever. And think about it more, that there are people in your space that have an audience. And so if you can find a way to borrow that audience in exchange for money, it can be a value. So get creative. Think about the different ways that you can leverage trends. Think about the different ways that you can leverage the ways that people are interacting in this new medium of video and specifically video with a combination of audio or music or different things. And think about that as a way to gain more of an audience on your own through borrowing other people’s.


Adam Vazquez  4:44  

100%. On our last episode, we talked about the idea of making something that you would enjoy consume. Yeah, right. And so to your point about the b2b people who maybe think influencers aren’t for them, if you know who Gary Vee is, if you know who Seth Godin is or who am I thinking of The Four Hour Workweek guy, Tim Ferriss maybe needs to do more branding, his name or any, if there’s any person who you look up to in the business environment that’s creating content, you look up to an influencer, that’s what that person is. So it’s not about being a direct-to-consumer versus b2b. I think that’s a fallacy that people fall into. But absolutely applicable for those types of businesses, though, the one other thing I wanted to say just about Jesses. And we get into this in the conversation, but something that I learned from specifically was just how quickly and how dynamically she’s adjusted from working in agencies to working at a tech startup leading gross being responsible for that on the performance side on the data side, to being the CEO of a funded technology startup. There are so many different hats that you have to be at and so much adapt adaptation that has to happen in that process. And it was just encouraging to me as someone who considers myself a generalist in some ways as well, that that can be a strength. Yeah, it doesn’t have to just be something that you want to go in on one thing. Having that top-of-funnel ability across multiple areas is really impactful in a role like what Jess is.


Carlton Riffel  6:14  

Yeah, absolutely. Even if you’re not on TikTok yourself.


Adam Vazquez  6:19  

True. Which I’m not.


Carlton Riffel  6:20  

That’s a belabor at that point. But let’s jump into the episode.


Intro  6:27  

Put that content down. Content. The close is over. What’s your name? Content. That’s my name. You know why, mister? Because you drove a Hyundai to get here tonight. I drove an $80,000 BMW. That’s my name. Content Is for Closers.


Adam Vazquez  6:49  

Are we got Jess Flack, CEO of Ubiquitous here on the show with us, Jeff, thanks for joining.


Jess Flack  6:54  

Hey, thanks for having me here.


Adam Vazquez  6:57  

Yeah, we’re very excited to have you. Obviously, we’re just talking offline all things Atlanta, Chattanooga, Nashville Bellhop. We’ve got plenty of overlap in our respective careers but one thing that we are different on, from what I can tell, I think you seem to have a very good grasp of what’s going on in the TikTok talk world. I understand it theoretically. But we just haven’t made the dive. And so for a newbie like me, or maybe somebody else who’s listening, give us maybe either your favorite, like TikTok genre, or if you have a specific TikToker, what should we be? What are we missing out on?


Jess Flack  7:39  

Oh, man. TikTok is the most like, fun and entertainment-forward social platform out there. I don’t know if you ever got into buying whenever? Oh, yeah. I absolutely loved bonding and came out whenever I was like, in college, and my friends are obsessed with it. And then it just died off. And TikTok felt like it like a resurgence of that vine energy. And so I spent, I spent quite a bit of time on TikTok as you can imagine, favorite like, genre is I mean, I love any kind of dry, dark humor. And even in some of the like small like short sketches are, are typically where I lean. So my poor you page is very curated with these very random comedians and everything. PD USA is one of my favorites. Yeah, he does. He does sketches and but he plays all the characters, and it’s just super dry. I love very random and kind of absurdist, but have fun. And he’s also done a great job of like, incorporating branded content into like, brands into his content and a really organic way where it’s kind of self-aware, but hilarious each time.


Adam Vazquez  8:54  

That’s definitely the thing I missed the most from Vine, there were these individual creators who would do great skits, or what do you call them sketches. And then there would be like, these, these crews that would roll around and create together and you’d see some of it and that that was so much fun. And I know that happens on TikTok a ton. So I know I’m missing out. We’ll have to fix that at some point.


Jess Flack  9:17  

I’ll send you over a list of some of your first follows for sure.


Adam Vazquez  9:21  

Yeah, that’d be great. So okay, so I know comedy is a big part of TikTok but there’s a ton going on and actually a lot more going on when it comes to brand activations people, I think it started a lot with DTC stuff and now it’s extended to enterprise and bigger brands. And that’s what you all at Ubiquitous do to some extent help I mean, I know you do other things as well, but TikTok is a big push. Maybe give us just the background of how where you came from, what the journey through Bellhop was like, and then how you and I believe Alex got Ubiquitous going?


Jess Flack  9:54  

Yeah, so my background, though. I actually went to I studied I’m in school, so not marketing, but through my degree, I did an internship at a marketing agency and just kind of fell in love with marketing. It felt like it incorporated the creative elements of filmmaking that I really enjoy, but also the kind of data and deep analysis needed to execute good marketing campaigns. So I started working for that agency after college. I worked there for three, four years and then worked at another agency for a shorter stint but was really hungry for going in-house and going deep with a brand specifically in the startup world in the NBC space. And honestly, whenever I first started looking at opportunities, I thought I’d have to move somewhere else because I was in Chattanooga at the time but found Bellhop and they had ideal position opening open on their performance marketing team. So joined at Bellhop, I believe it was in 2018, late 2018. And yeah, I spent the next three years there just getting to work with some of the brightest minds and marketing then that I had ever been around and also got such great exposure into growth stage of a startup going through a series B series, see what fundraising looks like and helping prepare all the steps so kind of got my feet wet during my stint at Bellhop with, with the VC world. And I’ll be honest, whatever Ubiquitous first started, I would love to say that we had this very clear vision of it turning into what it is today. But it really started off as a side project. You mentioned Alex. And so he and I worked at Bellhop together. And we had been doing just some contract work on this side. It was 2020, the world had just shut down, we had a lot of spare time on our hands. And just we got connected with this music label. They were wanting to have us build their their strategy for promoting art and symbols. And there’s also at the height or kind of the the rise of of tech, we still haven’t really experienced the height because it just continues to grow. Right. But yeah, so that was my first kind of entry into downloading the TikTok app, realizing that it is like just such a unique and in fun, social experience. And it really does drive culture in so many different ways, specifically for music whenever we’re looking into that. But really, it just kind of opened up a lot of doors as we kept testing the channel and started bringing on different clients are working closer with different creators. And that testing in kind of contract work side job setup with that was over about a year. And then we formed up what is in April of 2021. And we had a team of about 1010 to 15 until October of 2021. We closed on $5 million seed rounds. And we’re able to bring on more team members. And today we’re about 5050 team members total and contract workers say yeah, a lot of growth. Yeah, it’s been exciting. Thank you. Thank you. But yeah, I mean, it’s just been it’s really organic process. And I think what we’ve done right is we took the approach of really getting to learn the industry and understand the problems of why it’s tough for brands to deploy and scale a meaningful amount of capital into the platform, but also really understand what the creators are experiencing too, because a lot of them are 19 years old and just experience this overnight success. Growing a following on Tik Tok is very different than on Instagram and YouTube where it takes time, years of consistent content development. People can see overnight success on Tik Tok in a very different way because of the way platform distributes content. So it’s very exciting. Very fast moving.


Adam Vazquez  14:15  

Yeah, I want to get into some of the intricacies of the platform, especially with your performance marketing background and the way that you think about that, I want to ask a couple of things about what you said there about your story. So first is you said you were at an agency and then you decided you wanted to go in inside brand side? And specifically with a startup? I think that’s that’s really interesting, because our I don’t think there are a ton of marketers who, like I would say the default is either agency or brand side. And then it’s part of is like thrown in there sometimes for anyway, so what was the impetus there? What made you want to do that?


Jess Flack  14:53  

I’ve always had dreams of being an entrepreneur being a business owner, and so getting to know what the fundraising environment looked like, felt like a good step and in accomplishing my own goals, but even beyond that, I think a unique element that startups have are that year, as a marketer, you’re tasked with this challenge of taking a product or feature and going to market with it, whenever you’re working at larger corporations where they either have been around for a long time have a lot of brand awareness, you’re typically as a proponents work, you’re very focused on low funnel high intent channels you should, creating small efficiencies along the way and these incremental tests, and although I find that very exciting, I think with startups, you have less of a playbook and though it’s more of his black box that you get to, to create within and take bigger swings to that’s what excited me about going to start up specifically. It was, there is no playbook so let’s write it.


Adam Vazquez  16:07  

Yeah, great training to for obviously, what you were eventually going to do with Ubiquitous, but then going from where you were leading marketing, doing marketing in-house, to now being the CEO of a funded startup leading a team of 50. Like, those, there’s just a lot of this a big change, right, in a fairly short amount of time. How have you managed that? And what have you been learning as you’ve been going through that process?


Jess Flack  16:33  

It would be remiss of me to not also give kudos to the people around me. I’m very fortunate and just having an incredible support system and, and collaborative executive theme that that helps me make a lot of these decisions. And I think I also just early on, had to get comfortable with saying when I didn’t know the answer, or reaching out for help, I think a lot of CEOs, business owners can start to go down their own paths, because they feel like they need to be the ultimate decision maker. But I think what’s best for organizations are, of course, there needs to be someone that is ultimately the throat to choke, but at the same time, just being comfortable with the collaboration and in pulling in others whenever you you’re not sure exactly what the next step needs to be, or you need that counsel. And so it’s not all just built off the back of my back. It’s definitely been a really collaborative, transparent, open process. And I’m very fortunate by the support of all the people around me.


Adam Vazquez  17:46  

Yeah, that’s awesome. Well, maybe flipping a little bit to Ubiquitous itself. And I think the overall industry of influencer marketing, originally, when that trend began, I think it was pretty one-to-one and not as data-centered. It was like, Oh, I think that person has an audience that I’m interested in, let me reach out and see if I can send them free swag or something like that. Yeah, really early versions. Obviously, it’s evolved a ton. And so natural looking at it as a performance marketer, and we should say what performance marketing is, I guess, but maybe you could just describe that mindset from what you were doing before and how that plays out in the influencer market specifically.


Jess Flack  18:29  

Yeah, definitely. So you’re right and that influencer marketing has definitely evolved over time. I know even from my days at Bellhop, I mean, we considered influencers spends brand spends, so didn’t go into the same line item on our P&L Each month, it was still considered cap, but it was in the same bucket as like billboards or out of home campaigns, but as, as the industry has matured, because it’s still a very young and emerging industry. So have the technologies around it to support attribution. But also I think brands are understanding the relationship that even branded top-of-funnel channels can play within your other performance marketing channels. And what I mean by that is for if you’re a brand who’s already spending money on Google ads on SEM, you have placements on Yelp and you have all of these high intent, low funnel channels already active, you will find that the more that you invest in influencer campaigns, over time you’ll see the performance become more efficient on these low funnel campaigns. So oftentimes, whenever we’re working with brands, yes, we include UTM tracking parameters in our tracking links that all the influencers deploy, and we include your unique coupon code if it’s relevant to that Product of brands. But at the same time, we also clear in that you have to measure and analyze the impact on your direct traffic and your organic traffic and your paid traffic. And kind of correlate the lift that you see in those traffic wines at the time that the posts go live. And then also the more frequently you’re testing influencer campaigns, you can also really hone in on yes, that percentage lift. But also, what is the attribution window look like? Do you see it start to trail off after seven days of the post being live? And how can you create this multi-touch attribution to get a closer and more realistic picture of ROI from the channel? Yeah, so it’s not a perfect science, that attribution is never perfect. And any of us that have spent money on Facebook ads know that even a pixel will cannibalize the performance on your website. Pixels tend to be kind of greedy. Even as a performance marketer, you have to look at the full picture of your entire marketing funnel and understand the relationships of each tactic that you’re utilizing to get a more realistic picture of what’s going to move the needle forward.


Adam Vazquez  21:17  

You mentioned that there’s a correlation between when you run the influencer campaign and some top-of-funnel things, whether that be search or whatever. Is that just are you saying that just based on traffic, like the increased traffic then adds organic results?


Jess Flack  21:33  

Yeah, definitely. Like when influencer posts go live, you kind of analyze your own behavior online, in on your mobile devices, specifically, I mean, in 20, late 2020, iOS 14 came out. And it really hurt pixel tracking for all performance channels because we lost a lot of cross-device attribution in tracking. So from that shift, it kind of put a lot of other channels that didn’t have pixels on a more even playing field because marketers had to be a lot more analytical with their data and couldn’t just rely on what pixel is telling them it contributed to their top line. They also had to analyze where are we seeing lift on these, these other on organic indirect specifically, because oftentimes, if you’re on TikTok, you’re on your phone, just in general, and you see an ad, you may click through within that session, you may pull up in an under browser and type it in directly. If it’s an expensive product to the higher a OB you’re most likely going to go to your desktop computer or your laptop and want to complete the purchase there. And so because user behavior is hard to predict, and it’s not perfect, it that kind of method or approach to analyzing data applies to not only influencer marketing, but really all of your marketing channels. Turning something off, seeing what pulls back, measuring that impact.


Adam Vazquez  23:12  

Yeah, zooming on getting that whole picture. One thing that you all talk about that I think is really important, because of we’ve gotten so used to real-time analytics and user behavior, tracking and being able to see, okay, what’s the impact of like, you just said, If we turn this off, okay, what happened 10 minutes later can we see exactly what’s going on? And that’s hard with sometimes non-pure digital plays. With Ubiquitous, you all have talked about having like, a seven-day testing period, I think, or something pretty reasonable. How have you formed that? What are the parameters around that? Why do you think that there’s a certain specific time that you can be like, alright, this either is or isn’t working in terms of the effectiveness of the campaign?


Jess Flack  24:01  

Yeah. So the seven days, I think, would be most applicable to like, viewing the performance. So actually, like, that’s our standard, kind of like attribution window that we would apply to, to post going live. But with new brands, now, we are able to work with people just on a single month, and then we can review the results and then talk about a longer-term agreement. But our suggestion to most brands is to set aside enough budget for at least three months worth of testing. And honestly, I would suggest that or really any tactic that you’re adding into your playbook is to give it a solid three months, and for the first one to kind of test more broad for influencers that can look like, trying a few macro or hero creators that have more facial recognition that have larger following on the platform and then also testing no larger amount of these micro creators that maybe don’t have the time Have a follower account, they can have anywhere from 50,000 to 500,000 on TikTok and testing the micros against the macros, just staring at an example of how you can kind of test broad and track the results, and then the next month leaning into what works, pulling weight from what didn’t and then including new tests, so and then the third month honing in even more. I would suggest that brands view it with that kind of three months investment before making a go/no go decision on the long-term strategy because after three months, you’ll be able to truly measure the impact of what these influencer campaigns have done to your overall brand awareness. You should hopefully with a successful campaign be able to see not only an increase in your overall traffic and in your organic and the things I’ve mentioned before, but even CR through your order flow, if you’re educating your audience and bringing new people to the site, then the goal should be to also increase each step of the funnel, increase this car all the way through. So three months is typically what we suggest for testing period to really understand what the long-term strategy should be and how much money you should be allocating from your total marketing budget each month.


Adam Vazquez  26:31  

What about affiliate with every ad product or new ad product? At some point, we figure out a way to automate it. Even podcasts now, you can buy it for a programmatic podcast thread, which is, which is crazy. Do you see a programmatic component coming to what you all do?


Jess Flack  26:49  

Definitely. I do, but there are some caveats there. So currently, the influencer marketing landscape, there are kind of two major categories or buckets. You have agencies that are marketing agencies, they typically have like a roster of creators that they work with to be pretty small. It can be a talent agency that just has 20 to 30 creators or for some of these marketing agencies, maybe it’s a few 100 that they frequently work with. And brands can go to them. And then any they deploy the budget, great, more traditional, then you have like SaaS platforms out there. And that’s like grin or creator IQ. They are kind of like the Yellow Pages or the Yelp of influencer marketing. And that they’re a great research tool to find potential creator targets view a lot of that of their channel, or Yeah, their channel analytics and some of their audience demographics. So those are very helpful. But you still, as the brands have to go through the process of finding them, reaching out to them, negotiating the rates, going through content creation and development and getting the post live and then payment. And I mean, especially if I think back to like, two years ago, whenever I first started testing this channel, I mean, it took me about 100 hours to source like 500 creators for potential excelling promotion, find all their contact info, reach out to all of them negotiate the rates, and ultimately got us down to about 200 that responded and kind of confirmed their, their rates. So it’s a very manual process. And so that’s where a lot of the trouble with scaling it for, for in-house teams comes from, yeah, it’s just not a very scalable channel. In its current state, I would describe Ubiquitous as kind of the hybrid between these two models, where a managed marketplace so we have the data of these SaaS platforms, we have hundreds of data points and every creator in our network, and we have a network of close to 5000 creators at this point that have joined, opted in and given us all their contact information. So we have like a direct line to these creators, which is also kind of a bonus for brands. Because if you’re going through one of those SaaS, self-serve platforms, you’re messaging through their app and through their internal system. And so you’re kind of relying on the Creator also, utilizing that desktop app, which really like kind of living and dying by their phones. So that is a big bonus. But we also have the fully manage from strategy to creative development, performance tracking it we manage the process end to end. So going back to your original question with automating the process and like where I see Ubiquitous, kind of playing into the space in the future. We all in a lot of ways internally are a proud team. We’re very proud glad we’re always looking for automation opportunities. What can we do To make the process more efficient, and that is our goal is building products and solutions that fit the needs of both brands and creators, but there will always be a level of like a human overlay to our business model because we know that, that you need that quality control. And you also need experts in the fields that know how to accomplish the goals that you’re setting out to accomplish as, as a brand. What kind of strategies have worked for all of these other brands in a similar vertical.


Adam Vazquez  30:37  

Yeah, that’s great. I feel like, especially with something that’s a little bit more novel or new, like, like what we’re talking about, it requires that extra management and kind of hand-holding for the marketer.


Last two questions. The first is kind of extending that idea, then, the other thing I’d say that happens is, first, you see automation. And then alongside of that, you kind of get pushed down into the SMB market. Do you do you? What tips or what education or what advice would you give to the SMB owners or marketers who are focusing on that area, as they’re just beginning to get involved, maybe with influencer marketing, maybe don’t even have the full budget to go deep yet? But how would you recommend them getting started there?


Jess Flack  31:23  

Yeah, we’d say that with TikTok in particular, it is really driving culture right now. And so rather than kind of putting influencer marketing into a box of okay, I pay this creator then they post about on their channel and I cross my fingers and hope that I get traffic to my site, and people convert to the level that I need them to, to continue investing, I look at it as like, like, these are basically your brand ambassadors and like freelancers in a way, and they’re creating content. So what are other ways that you can utilize that content to yield the most value out of it, you can buy the creative licensing for all the videos that they create. And whether they’re posting it to their channels, or using it on your bienick channels, you can use it on your website, you can use it in your ad, it’s like find as much utility from each post as possible, so that you’re squeezing all the juice, out of down investment, especially as a small business owner, because there’s a lot of content on TikTok. And so sometimes it can take a meaningful budget to make a big splash in to really see a surge of traffic, like for a product launch or big release, like you’ll want to make a big splash. And so for a smaller business, I say test it out small, decide what is a digestible amount for me to spend within this given month that won’t just hurt my long term or hurt my CAC for that month, and then look for as much utility from each post that you have created. And also look at it even as a PR play something really interesting is—you mentioned this earlier—that we’re seeing different brands like you see, pretty much only DTC brands, applying influencer spending, but now we’re seeing more enterprise more b2b. And I think a really cool unique strategy for SMBs. And for b2b companies, is to almost craft your own narrative using influencers on the platform, create a trend, create some kind of story, and then circulate that through your PR channels and get some press around it. Yeah, just think outside of the box, find as many as much application and utility from each post that you’re creating. And don’t view it as this water hose kind of channel that you just turn it on and things explode overnight. That does happen, especially with sector. But it’s more of the fringe case that something could go viral just off of a single post and instead view it as, as you’re building an irrigation system, you’re building a long-term strategy, and you’re building this overall narrative that then you can push through all of these other channels. And it is something that it’s a channel that I am confident to work for nearly any brands or service just with the right application.


Adam Vazquez  34:25  

Yeah, it feels to me like TikTok is paying off on a promise that Snap made you a bunch of like maybe like six or seven years ago, Snap was like, we’re going to be your camera. We’re going to be the camera you use for everything. For a marketer, I think that’s what TikTok has become in a lot of ways like you see TikTok content everywhere you see it. On Twitter, you see it in emails, you see it and Facebook ads. And that’s just because it’s evolved, what content is like that format is so engaging and so that everybody wants it. Everybody’s trying to come assume it. And so the smarter marketers, to your point, are saying, Okay, well, even if I don’t have that audience on TikTok, I can use that in my paid ads. I can use it on my YouTube shorts in my Instagram reels, et cetera, et cetera, et cetera. It’s almost ubiquitous. I hate that I even just said that.


Jess Flack  35:19  

I love it. I’m so guilty of using it and being cheesy.


Adam Vazquez  35:28  

I have two boys now so I can say dad jokes like that.


Jess Flack  35:41  

You got your dad card.


Adam Vazquez  35:36  

Yeah. This has been awesome. Jess, I appreciate you coming on and sharing about Ubiquitous and some ideas on how folks can use influencer marketing. And if people want to keep up with the team, which you all are doing, as well as you yourself. Where’s the best place for them to look all that up?


Jess Flack  35:50  

Yeah. So you can go to ubiquitousinfluence.com. We got a blog with a lot of great content on there, some case studies, testimonials. And then follow us on social. So we’re @ubiquitousofficial on all social platforms. So definitely give us a follow. Shout out to our internal marketing team because they’ve been posting a lot of great content. But definitely check out our YouTube channel and LinkedIn in particular if you’re looking for some edutainment content.


Adam Vazquez  36:20  

Awesome. Well, thanks again for joining us, Jess. We’ll catch up soon.


Jess Flack  36:23  

Awesome. Thanks for having me, Adam.


Carlton Riffel  36:25  

And that’s a wrap. Thank you for listening to this episode of Content Is for Closers. We hope you find this show really helpful as you grow your business with content. Maybe you know of other people who would find this show helpful as well. How about you send them our way? If you didn’t like this show and you want to tell us that, then you can head over to contentisforclosers.com where you can send us a message, give us some feedback, ask questions, or find detailed notes for every episode. Until next time, keep creating and keep closing.