What Brands Misunderstand About Influencers
March 4, 2023
By Scotty Tidwell
The creator economy is on fire, and brands are turning to influencer campaigns to increase their ROAS as the digital advertising ecosystem shifts and CPMs rise. Unfortunately, most brands fail to work effectively with creators and influencers.
Too many brands view creator and influencer collaboration strategies as a “numbers game”: “How many followers do the influencers have? How many people can they reach? And how many clicks and purchases will be a direct result of their influence?”
Brands approach these campaigns by asking short-term, fast-twitch questions. While such considerations are valid, brands benefit by asking deeper questions.
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