11/08/2025
๐๐ก๐ฒ โ๐๐ง๐ญ๐๐ซ๐ญ๐๐ข๐ง๐ฆ๐๐ง๐ญ ๐
๐ข๐ซ๐ฌ๐ญโ ๐ข๐ฌ ๐ญ๐ก๐ ๐๐๐ฐ ๐๐ฎ๐ฅ๐ ๐ข๐ง ๐๐ง๐๐ฅ๐ฎ๐๐ง๐๐๐ซ ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐
If your influencer campaign starts with:
๐ฌ โ๐ฏ๐๐๐โ๐ ๐๐๐ ๐๐๐๐
๐๐๐, ๐๐๐โ๐ ๐๐๐๐ ๐๐๐๐๐๐ ๐๐๐๐๐ ๐๐โ โ ๐๐๐โ๐๐ ๐๐๐๐๐๐
๐ ๐๐๐๐.
Iโve run influencer campaigns for almost 4 years now.
Iโve worked with creators who can sell out a product in hours, and Iโve seen campaigns tank despite having the perfect product-market fit.
And hereโs what Iโve learned:๐๐จ๐ง๐ญ๐๐ง๐ญ ๐จ๐ง๐ฅ๐ฒ ๐ฐ๐จ๐ซ๐ค๐ฌ ๐ข๐ ๐ข๐ญโ๐ฌ ๐ฐ๐จ๐ซ๐ญ๐ก ๐ฐ๐๐ญ๐๐ก๐ข๐ง๐ ๐ฐ๐ข๐ญ๐ก๐จ๐ฎ๐ญ ๐ญ๐ก๐ ๐ฉ๐ซ๐จ๐๐ฎ๐๐ญ.
Weโre no longer competing with โother skincare brandsโ or โother D2C products.โ
Weโre competing with:
๐ That viral reel your friend tagged you in
๐The next episode of a Netflix binge
๐A random meme that makes you laugh so hard you forget what you were doing
If your campaign isnโt entertaining enough to steal those few seconds of attention, no amount of targeting or budget can save it.
The shift that works:
Old way โ โHereโs the product, make it look nice.โ
New way โ โHereโs a piece of content people will choose to watch โ how does our product naturally fit inside it?โ
When brands trust creators to entertain first, 3 magic things happen:
1๏ธโฃ The algorithm pushes it (watch time is the currency)
2๏ธโฃ People share it like itโs theirs (free reach)
3๏ธโฃ The brand becomes part of culture, not just commerce
So hereโs my unpopular opinion:
If you canโt think of a campaign idea thatโs genuinely fun/engaging/scroll-stopping without the product, pause the brief.
Youโre not ready.
Because, the only real KPI is:โ๐๐จ๐ฎ๐ฅ๐ ๐ ๐ฐ๐๐ญ๐๐ก ๐ญ๐ก๐ข๐ฌ ๐ข๐ ๐ ๐๐ข๐๐งโ๐ญ ๐ฐ๐จ๐ซ๐ค ๐ก๐๐ซ๐?โ