The New Rule of Growth
š Why cutting campaigns might explode your engagement, TikTok and Google launch AI tools for smarter creation, and more!
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In this newsletter, youāll find:
š The new rule of growth
š„ TikTok and Google launch AI tools for smarter creation
šTweet of the Day
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š The New Rule of Growth
It sounds like a warning sign; fewer campaigns are running than before. But sometimes, thatās the first indicator youāre finally doing influencer marketing right. Because when campaign count drops while engagement soars, the shift isnāt random; itās strategic alignment.
1. Itās not fewer campaigns, itās sharper targeting.
Most brands chase output volume: more briefs, more creators, more posts. But high engagement often comes from pruning noise, keeping only creators who actually align with your product DNA. Itās the difference between ācontent volumeā and ābrand fit.ā
2. The silent driver: historical relationship data.
If you know which creators have consistently driven clicks, saves, or UGC engagement, you stop guessing.
This is where Modash becomes the silent edge; it shows your past campaign outcomes, message tone, and metrics for every influencer, all in one dashboard.
That context lets teams double down on what already works, instead of starting fresh every time. You can try Modash free for 14 days
3. Engagement improves when creators feel understood.
The fewer campaigns you run, the more bandwidth you have to brief better, communicate deeper, and build actual partnerships. A smaller campaign load gives your team breathing room to personalize outreach and iterate messaging, which creators (and their audiences) can feel.
4. Quality compounds faster than quantity scales.
When high-fit creators outperform, their audience signals start feeding back into your targeting models and content decisions. Suddenly, your smaller creator list becomes a data engine for brand growth, not just campaign fulfillment.
Why it matters
Reducing campaign volume isnāt regression, itās refinement. Youāre trading vanity scale for signal density. When you manage relationships, not just campaigns, engagement becomes the natural byproduct.
š„ TikTok and Google launch AI tools for smarter creation
TikTok and Google are both expanding their AI support for creators and small businesses. TikTokās new AI editing and ideation tools help creators save time and tap into trends, while Googleās Pomelli experiment gives SMBs a way to instantly generate brand-aligned campaigns.
The Breakdown:
1. TikTok speeds up editing: The new Smart Split feature automatically clips, reframes, captions, and transcribes longer videos into short vertical posts. Itās designed to help creators turn one long video into multiple TikTok-ready clips with minimal effort.
2. Smarter ideas and higher payouts: AI Outline suggests trending hooks, hashtags, and scripts based on in-app data, while TikTokās updated subscription model increases creator profit shares to up to 90% in North America.
3. Google builds creative DNA: Googleās Pomelli scans a brandās website to identify tone, fonts, and color palette, forming a āBusiness DNAā profile that powers personalized campaign concepts. It automates ad creation without losing brand consistency.
4. Simplified brand campaigns: Pomelli generates platform-optimized visuals and copy for social or display use, helping SMBs create polished campaigns faster. Google stresses itās a support tool, not a creative replacement.
AI tools are moving from novelty to infrastructure in content and marketing workflows. Creators and brands that embrace these systems can scale creative output faster while maintaining authenticity, the real differentiator as AI becomes everyoneās assistant.
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