The Importance of Stealth Influence

Marketers don't like the fact that they can't just broadly pay a bunch of them a few hundred dollars for a TikTok dance. And so maybe influence those people and get them interested in a new sastool or a new brand of water that's in a can, might have to happen in a way that's not part of a structured playbook. Those people have like stealth influence that's beyond anything else. The average person has when they go online is they're reaching for that person. They're no longer just the aggregator of news in your family. It's like there are people who are curating information for the information curators.