In his debut YouTube video, Sean Frank, CEO of Ridge, shares insights from his $10 million investment in influencer marketing. He emphasizes that influencer marketing effectively scales word-of-mouth due to its focus on creator trust rather than just cost per thousand impressions (CPM). Frank suggests that brands must understand their trustworthiness and the psychological dynamics at play with influencers. By cultivating a safe and reliable brand image, Ridge can negotiate lower CPMs compared to higher-risk categories like cryptocurrency, demonstrating a marketing approach rooted in building trust and relationships with creators.
Influencer marketing is the closest you can get to scaling word of mouth. That's why it's so powerful. That's why we spent $10 million doing it.
Most marketers treat influencer pricing like media buying: pay more, get more impressions. Frank sees it differently. Your brand's 'base CPM' depends more on psychology.
Ridge can get deals done for $10 CPMs all the time... Crypto [brands] spend $500 to $1,000 on a CPM.
Trust acts like a discount... Ridge becomes a safe, even relieving partner to creators-especially those who've been burned before.
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