OLIPOP'S STEVEN VIGILANTE SAYS BRANDS ARE MISREADING CREATOR MARKETING

Summary from the TLDR Marketing newsletter

Most brands get creator marketing wrong by treating one video as a test when it actually takes $25-50K of spend over 1-3 months and multiple creators to learn anything. OLIPOP's playbook shows what works is simple products, real creator fit, and repeated exposure that builds association over time, not scripted one-offs. Even YouTube, now a bigger investment than Instagram for the brand, performs because it delivers sustained attention and measurable outcomes like conversions, not just views.