Ramanathan Vythilingam

speaker

390 appearances 1 recordings 1 series first heard Jul 2026 last heard 13 Jul

Ramanathan Vythilingam’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.

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Looking Outside · Who are 'influencers' influencing? (Marketers.) - Marketing Professor Ramanathan Vythilingam · 13 Jul 2026 podcast

Um which which basically is this idea that, you know, the name we give something changes our perception about it.

So when you look at views on social media, it doesn't mean the video was viewed.

It just means on TikTok, fifty percent of the video was on screen for at least two seconds.

So if somebody says this influencer content generated one million organic views, all it means is a million people had an opportunity to see that video and they probably scrolled past in two seconds.

What did they get to see in that two seconds?

Did they even see the brand?

Yeah, yeah.

So so again, some of these metrics kind of conflate the reality.

Engagement is the other one, right?

Like uh likes and shares.

Just because a video was liked a lot, or or much higher likes and more shares, doesn't mean anybody would remember the brand from it.

Chances are it was not brand advertising at all.

It was probably a puppy video or entertainment that was happening where people would remember it for the entertainment value, but not for the brand.

Things that might go viral might have nothing to do with the brand.

Why would it?

Because if all I'm telling you is, look, this is my product and it's great at this and this is why you should buy, it's not something that people are gonna share.

But I've reached more people and I've left them with an impression of my brand.

So they're likely to buy me the next time they are in the market for the category.

That's all we gotta be looking to do and doing that well, versus some of these other things like, oh, I want, I want more likes and I wanna generate more views.

And and again, the term that is used for that is vanity metrics before you've generated so many views, but it's just, you know, f for your own ego and vanity, it might have nothing to do in terms of how it translates into brand outcomes.

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