Guide
What is influencer marketing? A plain-English guide.
What it is, how it actually works, and how it differs from creator marketing. No jargon.
Journal
Notes on culture,
creators & the long game.
Plain-English guides, playbooks and our point of view on creators, influence and social media, plus the news that actually matters.
All posts
GuideOctober 29, 2026
Influencer marketing in India: how it actually works in 2026.
The platforms that matter, the rules you have to follow, and what separates the campaigns people remember from the ones they scroll past.
Read →CreatorsOctober 29, 2026
What is a content creator, and how do you become one?
What the job really involves, how it differs from being an influencer, how creators earn, and a realistic way to start.
Read →Point of ViewOctober 29, 2026
AI influencers: what brands should know.
Virtual personas, AI-made ads and AI-assisted creators are three different things. Where each one helps, where it costs you trust, and what India’s rules say.
Read →PlaybookOctober 29, 2026
Influencer marketing agency vs platform vs app: which do you need?
Three ways to run influencer marketing, honestly compared: what each one is good at, where each falls short, and how to choose.
Read →PlaybookOctober 29, 2026
Micro-influencers: why smaller creators often win.
Smaller audiences, closer relationships, more trust per follower. Why micro-influencers often beat big names, and how to work with them well.
Read →GuideOctober 29, 2026
What is social media marketing? A guide for brands.
What it includes, how it differs from influencer marketing, a one-page strategy you can actually use, and how to tell whether it’s working.
Read →PlaybookOctober 29, 2026
How to choose a social media agency: 10 questions to ask.
Ten questions to ask before you sign, what a good answer sounds like, and the warning signs that should send you elsewhere.
Read →PlaybookOctober 29, 2026
YouTube influencer marketing: a guide for brands.
Why YouTube builds trust like no other platform, the ways brands work with creators there, and how to brief, disclose and measure it properly.
Read →NewsOctober 29, 2026
Creator marketing news: what changed in September and October 2026.
The platform and industry changes from the last two months that matter for brands and creators, and what we’d do about each one.
Read →Point of ViewJuly 14, 2026
Attention belongs to those who don’t chase it.
Everyone is optimising for the algorithm. The brands that last are doing something quieter — and much harder.
Read →PlaybookJuly 8, 2026
How to brief a creator without flattening what makes them good.
A good brief gives direction, not dialogue. Here is what to put in, what to leave out, and why the script is the thing ruining your creator content.
Read →CultureJuly 2, 2026
The internet forgets campaigns. It remembers moments.
Nobody can name a campaign from three years ago. They can describe a moment in detail. That gap is the whole game.
Read →PlaybookJune 25, 2026
How to choose the right creator. It was never about follower count.
A million passive followers are worth less than ten thousand who trust you. Here is what to look at instead — and how to actually vet someone.
Read →CraftJune 19, 2026
Taste is a strategy, not a decoration.
You can buy almost every advantage a competitor has. The one you can’t is the one that ends up mattering most.
Read →CultureJune 12, 2026
What “authentic” actually means in creator marketing.
The most requested and least understood word in every brief. Here is a working definition — and why demanding it is the surest way to lose it.
Read →StudioJune 5, 2026
Small on purpose.
Every few months someone asks when we’re going to scale. The honest answer: maybe never, and definitely not the way they mean.
Read →CreatorsMay 29, 2026
A creator’s guide to working with brands without selling out.
Good partnerships protect the trust you’ve built. Bad ones spend it. Here is how to tell them apart before you sign.
Read →CraftMay 22, 2026
Quality is a volume decision.
“Post more” is the most expensive cheap advice in marketing. Making less, better, is a strategy — not a compromise.
Read →Point of ViewMay 15, 2026
Reputation compounds. Attention doesn’t.
Attention is rented. Reputation is owned. Almost everything wrong with modern marketing comes from confusing the two.
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