WHOSAY—originally a celebrity social media monetization platform—has evolved into a full-service influencer marketing powerhouse, now partnering with Viacom to bridge the gap between digital influencers and traditional TV advertising.

Here’s how this innovative model works and why it’s a game-changer for brands.

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The WHOSAY-Viacom Influencer TV Strategy

1. How It Works

• Matchmaking: WHOSAY connects brands with A-list celebrities and digital influencers (e.g., actors, athletes, YouTubers).
• Content Production: Handles creative development, filming, and distribution—bypassing traditional publishers.
• TV + Digital Synergy: Runs influencer campaigns simultaneously on TV and social media for cross-platform impact.

2. The Competitive Edge

✅ No Publisher Middlemen

• WHOSAY buys Facebook/Instagram ads directly, targeting the same audiences publishers would—but without driving traffic to external sites.
• Cuts costs and boosts ROI by eliminating click-through friction.

✅ TV Amplifies Digital (and Vice Versa)

• Example: A Pepsi ad starring a celebrity influencer airs on MTV (Viacom), while behind-the-scenes content floods Instagram Stories.
• 71% of consumers engage with brands after seeing them on both TV and social (Nielsen).

✅ Data-Driven Talent Selection

• Uses analytics to pair brands with influencers whose followers match their target demographics.

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Why This Model Disrupts Traditional Marketing

For Brands:

🔥 Higher trust (celebrity + TV = perceived legitimacy).
🔥 Greater reach (TV’s mass audience + social’s viral potential).
🔥 Better attribution (track engagement across linear and digital).

For Influencers:

💡 New revenue streams (TV ad residuals + social sponsorships).
💡 Mainstream exposure (boosts credibility beyond Instagram/TikTok).

For TV Networks (Like Viacom):

📺 Relevance for younger audiences (influencers keep TV ads from feeling «dated»).
📺 Ad dollars stay in-house (no need to split budgets with pure-play digital platforms).

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Case Study: Pepsi’s Super Bowl Campaign

• WHOSAY helped Pepsi leverage Lil Jon for a multi-platform Super Bowl spot.
• The TV ad drove 42M views, while Lil Jon’s social posts (featuring the ad) garnered 8M+ engagements.
• Result: 14% sales lift in target demographics.

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The Future of Influencer-TV Hybrids

This model is just the beginning. Expect:

1. More «influencer-first» TV ads (less scripted, more authentic).
2. Interactive TV integrations (e.g., «Shop this look» via QR codes in influencer-driven commercials).
3. AI-powered talent matching (WHOSAY already uses this for brand-fit analysis).

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Key Takeaway

WHOSAY and Viacom are proving that influencer marketing isn’t just for social media—it’s the future of TV advertising too. Brands that embrace this hybrid approach will dominate both screens.

Would your brand try an influencer-TV campaign? #InfluencerMarketing #TVAds #Viacom

(Source: Forbes)