Why Influencer Marketing is a Bad Idea as a User Acquisition Channel
summary
Argues that celebrity influencers are not a repeatable UA strategy and that scale comes from automating outreach to many smaller creators: Matchmade tracks ~10 million channels, identifies ~2.4 million high‑value partners, works with ~12,000 creators and adds ~1,000/month. Shows mid‑size creators deliver over twice the monthly reach of big names, reduce campaign variance, and increase conversions. Recommends a pricing algorithm, standardized take‑it‑or‑leave‑it offers, and rigorous lift measurement for campaign-level learning.
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chapters (18)
- 0:00Intro
- 3:20Big Money
- 4:20Influencer Marketing
- 5:40Why I Hate Influencer Marketing
- 7:03Graphs
- 9:14The Law of Large Numbers
- 11:13Facebook Ads
- 11:33Engagement
- 12:13Do they want to do it
- 13:12Work with thousands of creators
- 14:07Work with a lot of gaming companies
- 14:26The good stuff
- 15:00Parameters
- 16:18Outreach
- 17:23Negotiate
- 18:56Camp Operations
- 19:35Lift Measurements
- 20:53Case Studies