Mm

... someone has influence to make me understand better about the product, and therefore, the product becomes part of my consideration set that when I might be in the market to buy, I'm more likely to buy.

Rory Sutherland keeps saying, you know, "Marketing is probabilistic.

It's not deterministic." So everything we do is looking to increase the chances that we are likely to be remembered, likely we would be in the few brands that people would be willing to buy from when they have a need, and when they are in the market to buy, they pick us up, right? So it ultimately is looking to improve the chances of that happening at every single stage.

A- and like you also mentioned, majority of advertising is gonna be interruption advertising.

I am on TikTok not because I wanna engage with brand content.

I am there for entertainment maybe.

That's kind of a tricky balance for the influencer to strike as well, because they know the hook is the story, but they know the brand is expecting them to get it front and center right from the beginning.