Publisher spotlight: gen.video

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gen.video is the only influencer marketing platform with workflow, content management and a suite of shoppable media functionality to drive social commerce.

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The gen.video platform includes ecommerce features such as inventory monitoring, performance analytics and sales conversion data from partners like Awin. gen.video is trusted by Fortune 500 brands to drive conversions in their online stores via influencers and ecommerce content.

Why and when was gen.video created?

gen.video was created in 2004 to help companies tell product and brand stories through videos created by influencers. Influencer marketing is extremely valuable since 61% of consumers trust influencer recommendations, compared to 38% that trust content direct from brands.  Online shopping has provided consumers with nearly unlimited choice, so trust is critical in acquiring new customers.

In what way does gen.video utilize affiliate marketing?

gen.video utilizes affiliate marketing to track the shopping behaviors and overall effectiveness of influencer marketing.

What kinds of products and deals resonate with your audience?

Since we utilize influencers, we work across many audiences and products from consumer electronics to pharmaceuticals to home improvement.

How does gen.video differentiate itself from other influencer platforms in the affiliate space?

The gen.video platform is an end-to-end solution for content collaboration, content syndication and sales measurement.  This allows brands to quickly produce content, test, and re-launch content to increase conversion rate on ecommerce.  Other influencer affiliate platforms only focus on one or two of those areas, which slows optimizations and sales. 

What are the key factors in determining which programs to join and what do you look for in an advertiser partner?

We look to join programs that need help scaling their publishers and content into the hundreds or thousands per year.  Frequently those are advertisers who have many products available, such as consumer electronics, CPG and more.

What are benefits for advertisers working with gen.video?

gen.video helps customers scale their influencer marketing partners and content production in a big way.  From there we seamlessly syndicate content and track performance of each creative and influencer.  Customers can see what influencers and creatives work best to sell products and optimize their future partnerships to increase conversion rates.

What is the best way that an advertiser can help support their partnership with you?

By being open to all types of influencers and creative ideas.  The influencers and creative that are obvious choices are not always the ones that sell the most products.

Why did you join the Awin and ShareASale networks, and what features do you enjoy?

We joined Awin and ShareASale to gain access to the next level of data to measure and increase the effectiveness of our influencer marketing campaigns.  Having that access has allowed us to optimize programs and deliver millions of dollars more in sales for our customers.

Do you have any upcoming promotions, new launches, or exciting news you would like to share?

Exciting news! Before the end of the year we will be launching our new influencer discovery module that will rank influencers based on historical conversion rate.

Has there been a pivotal shift or turning point in your affiliate activities within the last 12 months? If so, what was it?

Throughout quarantine we have seen huge increases in social media consumption.  Those accelerations have also developed in both influencer demand and ecommerce growth.   We have been in influencer performance marketing for over a decade and the channel is finally experiencing exponential growth.  We think it’s a very exciting future for gen.video and Awin alike given these changes in consumer behavior.

Interested in working with gen.video? Please contact our publisher management team.

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