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.

Trend

recordings per month · last 12 months

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

Appearances

newest first · ▶ plays the moment

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

Even if I have a mega influencer who probably has a million followers, that is still a very small number of people to reach with a campaign, right?

So Indonesia has 250 million people.

If I reach a million followers or one influencer, that is still a very small number.

I need to reach at scale, right?

So I need to reach a much wider audience.

And they're working with multiple smaller influencers that

But then allows the algorithm to play with that content diversity, reaches newer audiences, and therefore improves the kind of the efficiency and the effectiveness of the campaign.

No, absolutely.

And I it's an interesting paradox, right?

Like I I I become big as an influencer because I guess being genuine and credible and all of that.

And therefore the content I created was irrelevant to a lot more people.

They started following me.

I became a little you know slightly bigger.

And as soon as I reach a certain size, I'm not authentic anymore.

So there's a bit of a perception change, and I don't know how influencers navigate that reality.

Ultimately, an influencer took

Today is still trying to build a follower base because the more followers I have, the more my add revenue from the platform.

Right.

So beyond what I get paid from brands to do a piece of content, there is a revenue sharing model where as a creator, based on my follower size and based on the number of views my content gets, the platforms pay me.

Showing 121–140 of 390 · page 7 of 20