Limited Supply S15 E2: The Right Way to Work With Influencers
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Jan 14, 2026 Ben Soffer, an entrepreneur and creator-marketing expert behind Spritz Society, shares insights on effective influencer partnerships. He emphasizes that creators are more than just distribution channels; they're community builders and cultural translators. Ben discusses the pitfalls of poorly targeted gifting and stresses the importance of authenticity. He delves into strategies for collaborating with micro, macro, and mid-tier influencers, advocating for tailored tactics based on product economics. Authentic relationships are key to driving trust and advocacy in the influencer space.
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Creators Are Authentic Community Builders
- Creators provide authenticity and community that brands often lack.
- Borrowing creators' authenticity is more valuable than buying awareness alone.
Seed First, Pay Later
- Seed product first and confirm authentic use before buying posts or long deals.
- Only scale paid partnerships after a creator genuinely loves and uses the product.
Gift As A Thoughtful Gesture
- Gift thoughtfully: personalize, add a note, and make it useful for the recipient.
- Avoid spray-and-pray gifting that creates annoyance and wastes resources.