This is the last you’ll hear from me this year. I’ll be preparing for a better 2025 and will spend most of my time off trying to explain what I do for work to family and friends. (I still haven’t found a way to describe that I’m a marketer for an influencer marketing platform.)

“No, I can’t make you an influencer.”
“No, I’m not an influencer.”
“No, I don’t know any influencers.”

Before I clock off, I thought it’d be fun to share what we, as a community who understand what we all do for a living, did this year.

Thank you for being here for a whole year! I never thought we’d get this far.

I've only had the pleasure of speaking with 15 of you. Another 42,985 of you are the strong, silent type. At least connect with me on LinkedIn so we can do that mutual stalking thing where we mean to talk but never actually talk. (Tell me you’re from ROI so I can follow you, too.)

I'm taking that as a sign that at least half of you enjoy getting this in your inbox. I have to be doing something right. Or, you're clicking by accident. Either way, yay!

By impressions: Influencer red flags 🚩

Is it just me, or are we all collectively scared of being fooled? In this post, I showed you how to spot three red flags: inconsistent posting, questionable authenticity and engagement, and controversial topics.

By open rates: How to fight back against audience fatigue

An evergreen topic that you’ll always need to keep an eye on, especially if you’re running long-term partnerships. Based on interviews with influencer marketers who collectively had 20 years of experience, this post offered three tips to fight back against audience fatigue.

By click-through rates: Why you shouldn’t do mass outreach

We speak to many marketers who really want to do mass outreach because as they tell us, “it’s a numbers game.” Yes, reaching out to influencers is a numbers game. But if your influencer selection strategy is poor, your vetting non-existent, and your emails generic — you’re going to burn through thousands of influencers and damage your brand reputation at the same time.

For a fuller picture, you can also check out Three cases where mass outreach COULD make sense.

You might not have scrolled aaaaall the way to the bottom of every email. If you did, you saw that I share job openings for influencer marketing folks every two weeks.

If you'd like us to plug your next job opening, reply to any newsletter with a link to the listing! Or email me at [email protected]

There’s a good mix of you here, with the majority working in-house at a brand. For example, we have marketers from Samsung, Bolt, Wild, Harrods, Natasha Denona, Fujifilm, Channel 4, and Audible (Hiiiiii!)

Freelancers and consultants make up the next biggest group, followed by those living that agency life.

Based on your replies, we’re a well-caffeinated and well-hydrated bunch. There is also a vampire among us. But that was probably a joke…I think.

Are you in a giving mood? Send me the single best thing you saw in the newsletter this year, and I'll make sure you get more of it next year!

See you in 2025!
Eleni Zoe xx
Marketing @ Modash. Say hi on LinkedIn or visit Modash.