Influencer marketing has come a long way over the past couple of years. It’s no longer just about finding someone popular and giving them something to talk about, right?
Well, despite all of the changes that have occurred in the industry, Connectify PH founder Jim Reynold Zamora thinks that some brands are still operating under the mindset of more is more — bigger following, more content, more views. According to him, that more doesn’t necessarily tell the entire truth.
“Sometimes we get too caught up with the numbers,” Zamora admits. “How many followers does this creator have? How many posts can they give us? How many views can we get? But at the end of the day, did people actually care about the content?”
Connectify PH has only been in the industry for just under three years, but it has already served a variety of local and international brands and has worked with a variety of high-profile content creators and entertainers, celebrities, established creators, emerging creators, niche creators, and UGC creators.
Having worked with such a diverse group of creatives, Zamora has gained some insights on what goes wrong when brands and creators don’t mesh well.
