The Ledger

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Opinion

Diao: Sponsored influencer marketing is overrated for growth teams

“So, for me, sponsored influence and marketing, definitely overrated. I don't think any team really needs to touch that unless they've, like, really kind of run out of cycles on the user-generated content side of things.”

Sandy Diao Oct 24, 2025 ▶ 43:23 20Growth: How to Build a Paid Marketing Machine: ROAS (Return on Ad Spend) 101 | The Rise of User Generated Content and How to Use It | TikTok Ads: Expectations vs. Reality | Hiring for Growth: When and Who with Sandy Diao

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