3 Comments

Lovely read as usual.

On influencers bit:

The big accounts/folks struggle due to fake/bot led scale and so metric don't translate that well when converted into ratios. A lot of the scale does not give the expected result.

As for nano, the curation, early followers, lack of fakes/bots is helpful but scaling your supply of nano influencers for overall desired scale becomes challenge. You need to deal with too many of those and then you hit quality/execution challenges.

Crazy space this has become!

Expand full comment

I agree with the chaotic nature of this entire industry. Thankfully there are now semi-serve platforms/ specialised agencies that help you work with larger number of influencers effectively.

I recently met a brand manager for an Indonesian candy company. They worked with only large influencers to enter Indian market. Because their only metric was awareness. They didn't care about promo codes or URL tracking etc.

I think clarity of objectives can help save brands a lot of time & heartburn.

Expand full comment

Agreed. Clarity of objective is super critical. Between awareness/reach and conversion the scope of partners changes.

Expand full comment