Read Time: 1 min 45 sec
Hey — Ryan To here.
In today's edition:
Why ‘soft selling’ products with influencers isn’t converting
What social strategies work?
+ 2 predictions for brand negotiations
Are you seeing “How much money I made as an influencer this month” videos on your feed?
These are early recession signs that the influencer marketing bubble is about to pop!
The creators / influencers you’re paying to ‘authentically’ integrate your product are building a low-intent audience
they do NOT want to buy your product ❌
instead they want to make money from brands like you 🚩
I’m all for financial transparency but as an advertiser that’s my sign viewers will now “know when they’re being sold to”
Emma Chamberlain first discovered this macro creator consumer brand arbitrage years ago before it became massively overpopularized with her CPG brand, Chamberlain Coffee
Well 3 weeks ago in a podcast with Emma Grede, founding partner @ Skims, she shared that the real problem isn’t selling a product
It’s sneaky, manipulative selling
A gifting unboxing that isn’t tagged sponsored, an organic video about a brand that looks nothing like the creators usual feed and so on
Two reminders that will change how you look at marketing:
Product x Channel Fit
Channel Fit
Definition:
Building a product that is so perfectly tailored to a specific distribution channel that the channel naturally generates demand
Let the channel do the heavy lifting
Product Fit
Definition
A/B testing new products and having an iterative feedback loop on that front is key
from Founder of Ridge Wallet:
Product > Ad Optimizations first
Have a great day ❤️
Ryan
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Ryan To
Creator (120K+)
@itsryanto
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P.S. if you’re a consumer brand + creator + early-stage business