Will Caplan

Will Caplan (Tano): New Media & Programmatic Influencer Marketing

Will Caplan returns to discuss Tano's programmatic influencer marketing. He breaks the market into celebrities, tastemakers and micro-creators, and argues startups need UGC plus creator-led growth with whitelisted paid spend (citing ElevenLabs and Granola), while noting founder-led distribution only gets you so far before you need use-case-specific creators. The conversation covers finding incrementality beyond saturated channels, consumer brands being 80-90% reliant on Meta (the iOS 14 risk), the innovator's dilemma around Big Tech, and where to draw the build-vs-buy line for software.

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