Kaito, Cookie, or whatever "InfoFi" flavor of the week only work if you can run campaigns with creators or partners that actually produce net new interesting pieces that also break out of the CT bubble.
You need skin in the game. You need to know and use the product you’re talking about.
If it’s just the same people sharing the same stuff to each other, it’s just useless slop fest. It doesn’t move the needle. The point should be hitting broader funnels, tying back to attribution, and driving real users and conversions.
End of the day, it’s about revenue. If you care about revenue, you care about LTV to CAC. Without that, these platforms turn into echo chambers, hype with no impact, and a waste of money. And as of late, blocking and muting 100s daily for ruining the feed.
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