Speaker B walks through a vetting process that starts with detecting fake followers, then pulls a 64-page report on audience makeup to match the brand's ideal customer. The key insight: algorithms now cap organic reach so badly that millions of followers might only deliver thousands of views on sponsored posts. Pick quality content over follower count.
One of your services that you provide is like you would match the brand with the right content creators. Is that correct?
100%. Yeah, that's a lot of what we do. What we've been doing for quite some time now is looking at a very heavily tiered approach. From a fraud perspective, we do a fraud analysis to see how many fake followers an influencer has. Number 2, we look at the audience makeup of the of the influencer in great detail. We get 64 pages on that influencer's audience makeup. And is that audience makeup in line with the ideal customer avatar that we're trying to market to? How often are they, you know, posting sponsored content? That's more of a manual thing. We just go through and take a look at the sponsored content. What type of content are they making? And is it really good? And when they work with brands, how well are they creating that content? Because one of the major changes happening in the industry now is and it has for some time, is the algorithm shrinking, right? So you might be on TikTok and have 3 million in following, but some of the sponsored ads that you're running only have 6,000 views. Is this content creator going to create content that is going to be really amazing for my brand? Because I'm going to put media behind it. So it's more about a content play than it is a reach play when, when picking the, uh, the influencers.
