Oct 19, 2026 · 1 hr 12 min · 11 segments
This week, I sat down with Aubrey Istnick, an influencer marketing expert who works at a leading agency and shares valuable industry insights and creator strategies on TikTok. We’re breaking down…
I can't tell you how many times I've read an email, read a media plan, read a creative brief where I said, Oh, it's a 60 year old man that doesn't even know what TikTok is writing this up.
Like it's like, we'll get creative briefs come in or concepts and I'll be like, what was their goal here? Like, I don't understand.
So that part is definitely tricky navigating like what, Where you feel like there's a disconnect between my expertise and my company's expertise and then a brand that just doesn't understand the creative marketing or influencer marketing as a whole.
Like, we've had to explain so many times, like, there's things called impressions.
There's things called engagement rates just because they have a certain amount of followers doesn't guarantee anything.
And their, their managers are saying they've got it like this high of a conversion rate.
And the video just doesn't perform in the way that we would have wanted it to.
But a lot of times, like, I'm sure, you know, like, it's just, it like just can happen.
But like, in all honesty, like you said, brand awareness is the biggest thing.
And like, Like, yeah, I can't tell you how many how many email threads I've been on where we said, hey, there's a little bit of a disconnect here.
But then again, I do appreciate when that happens, because then it makes me feel reinforced in how my company, my agency's.
how, how well versed we are in our expertise, how well versed we are in influencer marketing, how these companies really do need somebody to come in and just take over instead of hiring one person at this company to just do everything.
I can't tell you how many times I've read an email, read a media plan, read a creative brief where I said, Oh, it's a 60 year old man that doesn't even know what TikTok is writing this up.
Like it's like, we'll get creative briefs come in or concepts and I'll be like, what was their goal here? Like, I don't understand.
So that part is definitely tricky navigating like what, Where you feel like there's a disconnect between my expertise and my company's expertise and then a brand that just doesn't understand the creative marketing or influencer marketing as a whole.
Like, we've had to explain so many times, like, there's things called impressions.
There's things called engagement rates just because they have a certain amount of followers doesn't guarantee anything.
And their, their managers are saying they've got it like this high of a conversion rate.
And the video just doesn't perform in the way that we would have wanted it to.
But a lot of times, like, I'm sure, you know, like, it's just, it like just can happen.
But like, in all honesty, like you said, brand awareness is the biggest thing.
And like, Like, yeah, I can't tell you how many how many email threads I've been on where we said, hey, there's a little bit of a disconnect here.
But then again, I do appreciate when that happens, because then it makes me feel reinforced in how my company, my agency's.
how, how well versed we are in our expertise, how well versed we are in influencer marketing, how these companies really do need somebody to come in and just take over instead of hiring one person at this company to just do everything.
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