Giant Robots Smashing Into Other Giant Robots 596: Building Bridges Between Brands and Creators: The Story of Sheer
Nov 13, 2025
Mads Ulrik Svendsen, CTO and founder of Sheer, shares insights from his journey in influencer marketing. He discusses how Sheer's data-driven platform empowers creators to maximize their authenticity in a landscape increasingly filled with AI content. Mads explores the evolving nature of influencer marketing, the importance of smaller creators, and the challenges of building a two-sided marketplace. He also highlights Sheer's unique features, future developments, and his personal strategies for balancing startup demands with well-being.
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Pitch Brands With Verified Media Kits
- Creators should proactively pitch brands and send media kits showing verified audience data.
- Use aggregated reach metrics (not just follower counts) to demonstrate real impact.
Algorithmic Reach Beats Follower Counts
- Recommendation algorithms changed reach dynamics: follower count no longer equals reach.
- A creator with few followers can reach large audiences if the algorithm favors their content.
Build Integrations Before Marketplaces
- Focus on smoothing brand-creator workflows and expanding integrations before building a marketplace.
- Prioritize reliable fundamentals and data exports for enterprise workflows first.
