Marketing Teardown: 🥭Passionfroot

Hey, marketer! 

Influencer marketing is so hot rn.

Essentially a different flavor of celebrity endorsement – one where the “celebrity” isnt’ a household name, but they still have an audience of fans who know, like, and trust them.

This micro-influencer marketing created the need for a centralized marketplace – and sure, those existed, but there’s still so much disjointed interaction between creators and brands before and after the engagement that it still sucks.

Passionfroot created a simple “link-in-bio” style media kit and handles the communication and asset collection between collaborators.

They figured out that trying to become an influencer is a shot in the dark, but building a tool to help influencers run their business is the key.

Brand in the hot seat: Passionfroot

today's treasure trove

• Who is Passionfroot?

• Passionfroot’s Product-Led Growth

• Passionfroot’s Content Marketing Strategy

Who is Passionfroot?

Quick stats:

• Youtube – 3k followers, 168 videos

• Instagram – 856 followers

• X/Twitter – 2,300 followers

• LinkedIn – 5k followers

• Monthly website traffic – 114.7K

Passionfroot definitely has the smallest social presence of any brand I’ve covered – they’re also probably the youngest.

But they are mighty.

Passionfroot is essentially a platform for creators to create a single page with details about their projects, audience, and sponsorship opportunities.

Brands that want to sponsor a post, video, newsletter, podcast, etc. by a creator can land on the page, get the info they need, and even book an ad placement.

Payment, communication, and asset transfer all takes place on the platform – no more juggling emails, going back and forth with calendars, and sending invoices.

And it gets even better – their design is cute and funky. 

With an odd name like “Passionfroot”, don’t you have to be funky?

They use bold colors, neo-brutalist design, and have a fruit avatar – and it hasn’t slowed their growth. even top brands use the platform to find and book creators. 

Passionfroot’s Product-Led Growth

Tbh, passionfroot could have built their platform to be a white-labeled “add-on” to a creator’s website – like many sales platforms (think clickfunnels, kajabi, etc.) – where they build out the back end and the creators layers over it with their own branding and maybe even custom domain.

But they chose a similar route to gumroad – forcing the hand of creators. Making them go through the platform, using their branding and their domain.

The bold name branding creates a memorable landing page experience – much better than if they’d chosen something like “InfluencerDash” or “SponsorFast” with white and blue color scheme.

Handling the communication in the app is nothing short of genius. It reduces emails AND eliminates the need for docusign, google share links, and separate invoicing. 

Reducing the effort required from the media buyer and making it easy for them to find and book more creators – creating a virtuous cycle.

Passionfroot’s Content Marketing Strategy

Building a two-sided marketplace is notoriously difficult. 

But Passionfroot has done it well (even though they’re still young) and one shining factor is their content marketing.

They’ve focused on bringing in influencers (hey, they’re an influencer marketing platform, right?) and really giving them the space to talk about what’s worked for them.

They complement that video strategy with blog posts, too, but then they dial in the SEO game with posts like this:
The Ultimate Guide to B2B Influencer Marketing in 2024

And delivering a TON of value in the post. 

Just like those early HubSpot (😉) articles.

One crucial thing Passionfroot added was these dropdowns in the navbar. One clearly for brands looking to sponsor, and the other for the creators. They even have separate blog feeds for each segment.

Wrap Up

Passionfroot is an up-and-comer in influencer marketing, but the way they’re growing the platform is phenomenal: 

• Product-led growth

• Lots of content marketing

• Equal focus on the supply and demand sides of the platform

• Dogfooding by bringing influencers into their marketing efforts

Hey - thanks for reading and I hope this issue of Marketer Gems gave you some insights to use in your own campaigns. 

Oh, btw – I’m rebuilding Marketer Tools and I want to hear from YOU! What are some of your fave marketing tools? Fill out this survey for a chance to win a $20 Amazon gift card 😄

✌️,

tom from marketer gems