01
Three kinds of fit.
A large following is not the same as reaching people who need a product. At MAKALI, we look beyond a creator’s audience size to understand their strengths and the people they connect with.
Product
Features, price range and use cases
Creator
Category expertise and presentation style
Audience
Interests, preferences and purchase motivations
Look at how all three fit together, not the size of just one.
02
A disappointing response can still inform the next step.
Looking back on his experience, MAKALI’s representative recalls cosmetics promoted by a food-focused livestreamer, and apparel streams where the audience and brand did not align. Neither produced the sales that had been hoped for.
Audience fit alone cannot explain a result. Price, presentation and ease of purchase also need to be considered. That review helps identify a specific change to test next.
From “choose someone famous” to “reach people who need it”.
03
What to clarify before going live.
Start by describing the product and who it is intended for. Share the following to narrow down the choice of creator and presentation approach.
- Who uses the product, and in what situation
- Why they would choose it, and the expected price range
- The creator’s strengths and the audience’s interests
- Presentation approach, sales terms and purchase destination
