Charles L. Reynolds ✦ True North @33Chipper
You don’t need to burn it down to find purpose. Author/leader/learner. Ex @TrakSoftware @rsl @memgrizz @pelicansnba NFL ECHL 🎓 @umich @UofMemphis @GWTweets truenorthteam.consulting/book/ Salt Lake City, UT Joined October 2010-
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Charles L. Reynolds ✦ True North retweeted
I hired 500+ influencers to grow my ecom business to $103M in annual revenue. Here's every pattern I noticed. We ran cohorts of 25-50 influencers at a time. Our working assumption going in every single time: maybe 10% would be worth scaling. That math held up almost every cohort. So you're running 40 creators knowing 4 might actually move the needle. Most operators get into influencer marketing, run 5 creators, see 4 flop, and conclude the channel is broken. It's not broken. 5 is just not a real test. The category that worked best for us by a wide margin: mommy bloggers. It wasn't close. Everything else — general wellness, parenting-adjacent, lifestyle — produced okay results. Mommy bloggers were the engine. Why? Timing. We hit them at the exact moment that corner of influencer marketing was about to explode. The audiences were big enough to matter. The creators hadn't been saturated with sponsorship deals yet. The trust was still fully intact. And the buying behavior — moms making purchase decisions for their kids based on what other moms recommended — was tailor-made for exactly the category we were in. Here's where the real leverage was though: 20-40% of our paid budget ran behind influencer-sourced creative through whitelisting. At any given time we were taking our best performing influencer content and running it as paid ads from their handle. The reason this is so powerful: → The creative is already audience-validated before you spend a dollar on ads → It runs from a real person's handle so it inherits their credibility → The unit economics outperform brand-owned creative by a meaningful margin If you're doing influencer marketing and not whitelisting the winners — you're leaving the biggest part of the value on the table. The brands waiting for one viral post to break everything open are going to lose patience and abandon the channel before they ever build the infrastructure that makes it work. There is no single viral moment. There is only the system. Run more volume. Kill losers faster. Scale winners harder. That's the entire game. Comment "X" if you want me to send a full playbook of everything I learned while building my business and how you can too :) **must be following + retweet to receive the DM.
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