“When it comes to sponsoring influencers it what matters more to me is not really the floor of are they consistently getting 5,000 10,000 100,000 views what matters way more to me is the ceiling do they have at least one or two videos that gets 1 million 2 million 10 million views.”

Bet On The Ceiling Not The Floor When Picking Influencers To Sponsor

David evaluates influencers by their ceiling, not their floor. A creator with one or two breakout hits in the millions is worth more than someone with a steady but capped average, because influencer marketing is a hit-driven game where one viral video makes up for every flop.