Why Micro-Influencers Outperform Celebrities — Vivien Garnès

Before he built a $20M influencer marketing platform, Vivien Garnès couldn't sell neckties. Turns out that failure taught him everything.

Jason Marc Campbell sits down with Vivien Garnès, co-founder and co-CEO of Upfluence, to break down how influencer marketing actually works today. Vivien shares the failed menswear brand that led him into the space by accident, why working with large volumes of small, niche creators now outperforms celebrity endorsements, how brands are turning influencers into product co-creators and even equity partners, and why he chose to bootstrap Upfluence to $20M in revenue instead of chasing venture capital.

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👂Listen out for:

The failed necktie business that started it all

Why micro-influencers now outperform celebrities

How coupon codes solve the attribution problem

Combining influencer content with paid ads

Why they signed clients against a spreadsheet not competitors

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