#70 – He spent ₹30L on influencers. And It failed.

I’ve heard that before. And I get it. When you put your trust, your brand, and your budget into someone else’s hands, and it flops, it feels like you have been cheated. It shakes your belief – not just in marketing, but in your own judgment.

But then here’s what I asked him:

“Was the influencer really influencing your audience? Or just entertaining theirs?”

That question changed the conversation.

If you’ve been there — posting, boosting, emailing, doing everything you can to get attention and still feeling invisible — you’re not alone. Because if your voice isn’t familiar or trusted by your audience, it will get filtered out like noise.

You see – people DON’T trust new brands easily, anymore.

But they DO trust other people.
Especially people they already follow, like, & believe.

That’s why influencer marketing works. But that’s also why a lot of brands get it completely wrong as well.

They look at follower counts instead of audience fit. They hand over scripted briefs that strip away all personality. They don’t understand how influence works or what it looks like. In fact what they really expect is – ads from influencers!!

The result? Content that looks good but feels fake. It doesn’t move anyone. And your audience scrolls past it like it was never there.

So know this — Influencer marketing is NOT the same as advertising.

& What did we do?

We worked with them on their small, cruelty-free skincare brand. They had everything in place — clean ingredients, great packaging, strong values — but no buzz. Sales were flat.

To build the right strategy we asked ourselves a simple question:
— Who do their probable customers listen to, when they have a skin problem?

The answer wasn’t celebrities.

It was the small and midsize reliable creators — the ones talking about hormonal acne, about how their skin reacts during periods, about why salicylic acid stings. The ones who replied to comments and said, “Here’s what worked for me.”

We then mapped skincare communities.
We made a list of creators who didn’t just “review”, but also educated people.

These people talked about the rough stuff – breakouts, texture, hormonal skin, not just fancy ingredients.

Then we narrowed it down to five creators whose audience actually listened to them — commented, saved, shared, & bought.

Together with them, we crafted content that felt raw and real.
They shared their skin journeys.
Their struggles. Their routines.

These guys did NOT sell.
But they told stories with the brand embedded in the stories strategically.

And it worked.

– Engagement shot up 7X.
– Website traffic increased by 65%.
And they sold out their inventory in under three weeks!

What changed wasn’t just their numbers. It was their momentum. For the first time in months, they felt like people were actually listening.

And that’s what makes the difference.

Because when your message is delivered by someone people already trust, your brand doesn’t just get seen. It gets believed.

If your brand has something important to say, but you’re struggling to be heard, maybe it’s time to partner with voices that already have your audience’s attention.

That’s where we come in.

At BrandLoom, we build influencer strategies that feel like real conversations, not campaigns. We match you with the right creators. We help you co-create content that clicks. And we make sure it brings in results you can actually measure.

If this feels like the missing piece for your brand, don’t wait. We only partner with a handful of brands each month — June’s nearly booked.

Get in touch for the last few spots!
https://www.brandloom.com/influencer-marketing

Let’s make your next campaign one people remember for the right reasons.

P.S.  Hope you read my last marketing story:  #69 – What One Brand Learned After Burning $100,000 on Ads.

That’s it for today, thanks for reading.

Yours Sincerely,