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For nearly a decade, we've been fortunate enough to start, build, or help grow the influencer efforts for some of the best performing and most well-known DTC brands on the planet like Warby Parker, Harry's, thredUP, BarkBox, and hundreds more. In fact, this led to our last influencer company being acquired by AT&T.
Needless to say we've seen and done it all. For better or worse, we eat, sleep, and breathe the influencer landscape.
The biggest reason we've seen brands struggle with influencers is poor planning on the front end. It won't be perfect out of the gate... for anyone. However, too many costly mistakes at the beginning can lead you to being a part of the 25% of all influencer marketers who see 0% RETURN or A LOSS on their efforts, giving up on it too early and losing out on a massive opportunity for your brand.
Since spending more than $100M on influencers across our careers, we never launch with a brand without walking through these two guides first. They'll help you to think about your ideal customer and where they're hanging out online, as well as plan your goals and resources to attain the success you're looking for. Enjoy... and Good Luck!