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

So they are then saying, yes, I know it's a sponsored partnership, which is fine.

But do I get a balanced view of the product from this person or is it all overtly positive?

Do I see a balance of the pros and cons between the product being talked about?

So there is a heightened sense of credibility markers that

People start looking for when they see it's a sponsored post.

I think that's where again it comes down to the choice of influencer that the brand makes.

And in many ways, I would still think it's easier for brands to work with smaller influencers for a variety of reasons.

One, there is a more balanced relationship.

I mean, mega influencers are almost celebrities themselves.

So, in terms of a brand being able to get them to talk about the product in a certain way,

Way or to highlight certain features of the product might be limiting because the influencer has their own style and their own narrative.

And therefore, you are not having any control as a brand on what they say and what they do.

They are pandering to their follower base.

They are not necessarily doing what is required for the brand.

Whereas a micro, nano, smaller influencers, that partnership can be more balanced, where it's not about completely.

Forcing the brand view on the influencer.

And therefore, that education piece comes through very clearly in the content that you create.

And then the second part of that is also this whole thing about the fact that an influencer's follower base, follower numbers, is not an important metric anymore.

Purely because the algorithms now are gonna be giving you additional reach and additional push for your content based on its predicted relevance to new audiences.

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