Ramanathan Vythilingam

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

So there is an incentive for the influencer to keep building their follower.

And probably as you get bigger, at least for now, your negotiation power with brands is stronger because you can show your credibility and the number of people that you have been able to get to follow you.

But again, if it goes back to a brand, and if a brand were thinking about what's my most efficient way to do influencer marketing, you're probably better off working with much smaller influencers because you could work with many of

Them.

So rather than do one 30-second video with a mega influencer, I could be doing 10 different videos with 10 smaller influencers.

And the name of the game for the platforms now is content diversity.

The more you can give the algorithm to play with, the better the algorithm is able to optimize, kind of self-curate and self-optimize.

And therefore, as a net-end campaign, you would probably be better.

better off in terms of better outcomes because of that content diversity that you were able to give the platform, rather than, you know, one hero video that I've put all my money behind and I'm betting big around.

I I think my discomfort with that narrative is probably how singular it sounds versus saying, Should we be doing the right thing for different campaigns?

So some campaigns might need fifty percent social media, some campaigns might need hundred percent social media, some campaigns might be twenty percent social media, and net net as an aggregate company, globally, we might end up with fifty percent on social media.

Right.

So if that was the narrative, I can understand that completely.

But the challenge with this kind of singular, oh, if you're gonna do 50% on social media, the way it would translate many times is people are gonna do try to do 50% everywhere on everything, which sometimes might not be the right thing to be doing, right?

Because it's got to be an intentional choice on why a certain channel should get a certain amount of media spend.

And the same thing with

With influencers, right?

It's not like I, you know, is 300,000 the right number, is 500,000 the right number.

There's no uh you know, way to kind of say the number of influencers you work with, I don't think should be a metric.

It should again come down to saying, look, which campaigns do I think require an influencer?

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