Forget the top 1%, it’s all about the ‘middle class’ of influencers
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Would you rather fight a horse-sized duck or a hundred duck-sized horses? It’s a silly and subjective question that comes up at parties with no right answer … but when applied to influencer marketing, the hundred duck-sized horses is the correct response. To understand why, you have to look at the broader customer acquisition landscape.
Many brands are starting to see the shift in how to reach audiences effectively as the cookie approach is starting to crumble. Pixel tracking, the old-school cookie tech and mobile tracking (IDFA, AAID) are on the decline after a solid decade of infuriating users. Safari and Firefox already have implemented some blocking against third-party tracking cookies, while Chrome, by far the most popular desktop browser, will initiate their cookie blocking in the middle of next year.
These are all signs that they are simply not in the future for marketers.
As a result, a pressing question big brands need to answer in the short term is how can they understand the appetites, desires, wants and needs of future consumers if they can’t track them as they once did?
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The answer is simpler than you might think. The real opportunity in marketing — the thing that few people are talking about right now — is influencer marketing at scale, particularly video creators, livestreamers and podcasters. I’m talking about the class of creators with stable, strong community relationships who know
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