One of the keys to successfully motivating those on social media is to find a spokesperson that is interested in collaboration as well as compensation, Nate Houghteling, co-founder and Executive Producer at Portal A, will tell attendees at the MAC Summit, October 22-23.

Speaking at the two-day online event for those in marketing, advertising and public relations, Houghteling will say that younger audiences want to feel that those appearing in a campaign really care, so marketers have to choose their partners wisely.  In addition,  social media allows marketers to find an individual who has a built-in audience that they can bring to your client or brand.  Ultimately, he will stress that the goal is to have a partnership relationship, not an endorsement statement.

In addition, because social media is constantly changing, Houghteling says marketers should be ambitious, explore options and see what’s possible.

Houghteling’s firm is an award-winning content agency with offices in San Francisco and Los Angeles that creates breakthrough original and branded entertainment, from large-scale film productions to premium branded content, celebrity-led shows and channels, and experimental, boundary-pushing originals.

Houghteling is responsible for Portal A’s slate of original projects, overseeing its series in development at emerging platforms like YouTube Originals, and Quibi; as well as its partnerships with celebrity talent, such as Stephen Curry, Adam Rippon and others.

Portal A works with top global brands such as Clorox, YouTube, Amazon, Google, Lyft, and Lenovo and develops original series and films for streaming networks. Portal A’s work has been viewed over a billion times and was named Digiday’s Best Video Agency in 2019 and Content Agency in 2018.