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Influencer marketing by industry. Every category breaks differently.
The influencer-marketing problem we most often find in your category — and how we'd approach it.
Updated
Fashion
What usually goes wrong
Creators are everywhere, but audience city data is rarely checked — so brands pay metro rates for reach that never reaches their stores.
How we'd approach it
We shortlist on audience city share and style relevance, then split budget between launch reach and always-on styling content.
Beauty
What usually goes wrong
The easiest category to get wrong. A general lifestyle creator talking about actives reads as paid, instantly.
How we'd approach it
We gate on category history and comment quality — creators whose audiences already ask them routine questions.
FMCG
What usually goes wrong
Huge reach needs at thin margins, so cost per relevant view matters more than headline reach.
How we'd approach it
High-volume nano and micro programmes in priority states, measured on regional lift rather than national totals.
Food & restaurants
What usually goes wrong
Outlet footfall is the goal, but the brief is usually written as city-wide awareness.
How we'd approach it
Creators picked by catchment, briefed for visit intent, attributed with codes at the till.
Retail
What usually goes wrong
One national campaign runs and half the stores see nothing.
How we'd approach it
Per-cluster creator sets, so each store catchment gets its own creators and its own numbers.
Jewellery
What usually goes wrong
High ticket, long consideration, heavy trust requirement — reach alone does almost nothing.
How we'd approach it
Credibility and occasion-led content, with regional creators timed to wedding season.
D2C
What usually goes wrong
Performance teams want attribution the campaign was never set up to give.
How we'd approach it
Unique codes and links per creator from day one, then creators ranked by tracked revenue.
E-commerce
What usually goes wrong
Marketplace listings convert, creator content gets judged on views instead.
How we'd approach it
Content built for the product page and paid media, not just the creator feed.
Travel
What usually goes wrong
Beautiful content, weak tracking, and seasonality that gets ignored.
How we'd approach it
Planned by source market — the cities guests travel from — not by destination.
Hospitality
What usually goes wrong
Property-level demand, brand-level campaigns.
How we'd approach it
City-specific creators around booking windows, with property-level offer codes.
Fitness
What usually goes wrong
Claims risk and credibility risk are both high here.
How we'd approach it
Screened for unsubstantiated claims history; consistent, non-sensational creators only.
Electronics
What usually goes wrong
Spec-led audiences are sceptical and research heavily.
How we'd approach it
Review-history creators with real demo capability, briefed for honest comparison.
Gaming
What usually goes wrong
Genuinely national, platform-native audience — regional logic mostly does not apply.
How we'd approach it
Weighting shifts to watch time and community depth; creator formats lead, not brand scripts.
Education
What usually goes wrong
Trust and outcomes matter more than reach; the wrong creator actively damages credibility.
How we'd approach it
Educator-creators with real subject authority, measured on qualified enquiry.
Lifestyle
What usually goes wrong
The broadest, vaguest category — easiest to overspend in.
How we'd approach it
We force specificity: which sub-interest, which city, which occasion.
Why we don't write one playbook
A skincare brief and a gaming brief
have almost nothing in common.
Skincare lives or dies on category trust and claims compliance. Gaming is national, platform-native and format-led, where regional logic barely applies. Retail is decided by store catchments. D2C is decided by attribution.
Treating those as one service is how agencies end up recommending the same twenty creators to everybody. The category shapes the shortlist before we look at a single profile.
By industry