“With influencer marketing for example is easier because you know the audience, you know more or less how old they are what they're interested in. In other platform like Facebook where you go with broad targeting, you need to go with what sells.”

Influencer ads can sell to segments paid social's broad targeting can't reach

For broad audiences like Paired's (1-year couples to 10-year marriages), Facebook's broad targeting forces lowest-common-denominator messaging. Influencer marketing flips this — you inherit a known sub-audience and can sell the specific motivation that fits them, even if it would never win on Meta.