Grant Lee: preference

Transcript context

…This is awesome. To be clear, influencer marketing, essentially a person with a following on say TikTok, Instagram, Twitter, LinkedIn, whatever, gets paid in some way to promote your product. That's the simple way to understand influencer marketing, yeah? Yes, that's definitely the simple way. And I'd say there's definitely different levels. I think a lot of people think influencer marketing and they'll think these big trendy creators, people that have a million followers for instance. And the idea is that, okay, we're going to carve out a really big budget, we're going to choose five or six that we feel like are really the tastemakers in the space and put all of our money into just having them talk about our product. And I think usually this is kind of the wrong approach. Because many of them, they do have massive audiences. And for you, you basically give them a script to read and it immediately feels like an ad. That product is not connected really to them in any way. It's just something that they're ... For this week they happen to be working with you and then they move on with their life. And it never feels organic or authentic and you wasted a ton of money doing so. I think you're much better doing the hard thing, which is hard to scale, but it's finding the thousands of micro influencers that have an audience where your product maybe is actually useful. And for instance, for us early on it'd be educators, people that for them, part of their job is creating slides every day because they need to engage their students. And so for them, having a tool that actually saved them a ton of time was something they love talking about. And if you can find some of these pockets, we call them echo chambers, where if you find a pocket like educators, teachers love telling other teachers about products they love using. During summer break, they all come together and talk about, "Okay, what are the things that are going to actually improve my job next school season?" And obviously during this AI wave, a lot of those have been, "Okay, what are the AI tools that just save me a ton of time?" And so if you can start actually tapping into these pockets of echo chambers, that's even better. It doesn't have to be this flashy, well-known influencer. It's actually just this person that has an audience where people really trust what they say. And that's amazing. That ends up becoming this sort of wildfire that can spread really, really fast. And what's the dollar amount these folks get? It's like a few hundred bucks, a few thousand bucks, something like that?…

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