The Marketing Millennials 246 - Why is Influencer Marketing a Scam? with LondonLaz
Apr 9, 2024
TikTok sensation LondonLaz discusses the pitfalls of influencer marketing, emphasizing the importance of sustainable monetization. He shares insights on navigating the influencer landscape, building a loyal audience, and the power of transferable skills. The conversation explores the evolution of content creation, the challenges of video production, and the shift towards authentic partnerships in marketing campaigns.
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When A $10k Brand Post Failed
- London Laz got $10,000 for branded videos that organically flopped with 2,000 views and no sales.
- He then combined influencer posting with paid ads and tailored creative to protect brand ROI.
Structure Deals Around Paid Media
- Offer brands a clear path to recoup spend by combining organic posts with paid ads and whitelisting.
- Design content with multiple intros and visuals so it serves both organic and paid audiences.
Engagement Without Sales Is A Broken Model
- Most influencer deals offer engagement metrics but not sales, which leaves brands with awareness-only outcomes.
- London Laz calls this business model a scam when creators take big fees without accountable ROI.