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I learned this shortly after entering the space, so back then, project parties that approached me for agency work found that the results were better than others, and they frantically sought me out to send money.
Sometimes, marketing requires keen observation, reviewing why others succeed, how they succeed, how to be natural, and how to effectively leverage KOLs' personal IP.
Even now, I still spend a few hours each week researching information dissemination channels, distribution channels, distribution content, and specific collaboration methods with project parties.
In marketing, observation + review > mindless rushing & crazy volume boosting.
I hope my fellow agency colleagues take note.
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How to distinguish between advertising and tap water:
Basically, only not very smart advertisers can distinguish, because the boss spends money, usually wants the KOL to explain the origin of the eighteen generations of the ancestors of the project, and the detailed soles of the feet are not let go, because of the money, the extreme pursuit of the cost per word, usually smelly and long, in fact, no one reads.
Smart advertisers and tap water are usually very short, because there is no KPI, a few sentences are over, just make it clear that this thing is good, and those who are willing to play will study it. The trace of forced sales is low.
Smart advertisers and agencies are experienced and sophisticated, know how to disguise, do not pursue the number of words, and love to let KOLs play by themselves, so the effect is very similar to tap water, and the camouflage is extremely high, and I often can't tell the difference.
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