Limited Supply S15 E2: The Right Way to Work With Influencers
Host: Nik Sharma
Guest: Ben Soffer
Date: January 14, 2026
Overview
This episode of Limited Supply delves deep into the world of influencer and creator partnerships in DTC (direct-to-consumer) brands. Nik Sharma and guest Ben Soffer (entrepreneur, creator, and co-founder of Spritz Society) dissect the realities of working with influencers—what works, what doesn’t, and how brands can leverage authenticity while avoiding cliché, inauthentic approaches that often plague the industry. Together, they share tactical advice, industry war stories, and sharp takes on influencer marketing, gifting strategies, and community-building.
Key Discussion Points & Insights
1. What Brands Get Wrong About Influencer Marketing
- Ben highlights the false belief that just getting "nice PR" or building reach is enough—emphasizing that authenticity is the real value influencers bring.
- “You can always buy awareness, you can’t buy authenticity.” – Ben (06:52)
- Many traditional brands lack community savvy; instead, creators unintentionally build “cult-like” communities that brands want to tap into.
2. The Value of Authenticity Over Scale
- Using creators isn’t always about reach or awareness. The holy grail is when an influencer genuinely loves your product and their endorsement is real.
- True success comes from deep, long-term, authentic relationships, not shallow one-off transactions.
- “If you go out and you work with an influencer that’s never spoken about the fears of toxicity in the home… no amount of time will convince the audience this is real. It has to be real.” – Ben (09:33)
- Macro-level campaigns with the wrong (inauthentic) influencer are less valuable than a small group of genuinely invested creators.
3. Gifting Gone Right vs. Gifting Gone Wrong
- Most brands’ approach of “sending free stuff” is misguided and often annoys creators.
- Gifting should be targeted, personal, and delivered with empathy and genuine connection.
- “Gifting gone wrong can actually completely turn somebody off to the brand forever. Gifting done right, without any expectations… that’s the way.” – Ben (12:45)
- Lean on PR relationships that know the influencers; referrals or gifts from trusted contacts cut through the noise.
- Dave Grutman’s investment strategy is cited: gifting through an authentic, personal network (14:00).
4. Building & Maintaining Community
- Long-term partnerships and community engagement matter more than periodic influencer campaigns.
- Spritz Society’s initial growth came from genuine connections with a millennial community, evolving through collaborations but eventually re-focusing on the core brand.
- “We lost the core brand… it’s not an influencer collab brand. What is Spritz Society? … It brought us back to our nucleus.” – Ben (18:08)
- Launching new products eventually requires broader appeal and shelf presence, not just influencer cool factor.
5. Micro, Macro, and the Cult of the Middle Influencer
- The right influencer size depends on the goal and the brand’s stage.
- Early DTC (e.g., Swishables): Mass gifting to test and discover genuine advocates.
- Growth phase (e.g., Spritz Society): Micro-influencers for content production; attach macros authentically.
- Cult influencers (mid-size but highly engaged) are prime for investment before they blow up.
- “All of it’s just about being educated and making the right choice. But there are different ways that you can use influencers up and down the spectrum.” – Ben (25:53)
6. Content Creation: Internal vs. External
- Some brands bring on full-time internal creators, but only those already native to the platforms truly succeed.
- “Anybody you’re hiring to create content for social… that doesn’t have a public platform, I don’t believe you understand the platforms.” – Ben (29:18)
- A creator with hands-on, viral experience is far more valuable than process-driven social media managers.
7. Tactical Rapid Fire Advice
- Biggest Brand Mistake: Gifting that feels transactional or disrespectful of the creator’s business (30:58)
- Most Overrated Metric: Likes and comments; Ben values “saves and sends” as true indicators of impact (31:45)
- “If you saved my post… I know you plan on watching that again and making it.” – Ben (31:49)
- Must-Negotiate in Contracts:
- For creators: Partial, upfront payment (protect yourself from slow or deadbeat brands)
- For brands: Content usage licenses can be a waste unless you know you’ll leverage them; renegotiate usage as needed (34:14)
- “No creator in the world is going to deny… if you want to pay me this much more… Of course, I’m going to say yes.” – Ben (35:14)
Notable Quotes & Memorable Moments
- On the dangers of mass gifting:
- “You don’t want to receive endless amounts of something that you don’t want or care about… it actually becomes really, really annoying.” – Ben (11:35)
- On influencer authenticity:
- “It's not just about more creators. It's about however you can make it real.” – Ben (07:21)
- On the influencer platform search game:
- “The middle 100,000-follower person who has a cult following… you use them now and eventually they’ll be that huge person.” – Ben (25:11)
- On what’s truly valuable in content metrics:
- “All I care about is saves and sends. Likes and comments don't tell the story.” – Ben (31:45)
Timestamps for Key Segments
- 00:49 – Main topic intro: Creators as content, distribution, market research, and sales tools
- 05:28 – Ben on authenticity and why brands struggle to capture it
- 09:33 – Dangers of inauthentic influencer partnerships
- 11:35 – The pitfalls of mass gifting and what creators really want
- 14:00 – The value of PR relationships and personal network gifting
- 18:08 – Spritz Society’s journey: from influencer collabs back to core identity
- 21:55 – Playbooks for Swishables (mass gifting) vs. Spritz Society (content + credibility)
- 25:11 – Why mid-tier ("cult") influencers are the sweet spot
- 29:18 – Why every social hire should have a public platform
- 30:58 – Rapid fire: The biggest mistakes brands make with creators
- 31:45 – The only metrics that matter
- 32:19–35:14 – Negotiating payment and content usage in contracts
Tone & Style
Nik and Ben maintain a candid, fast-paced, no-BS tone throughout, balancing sharp tactical insights with honest industry anecdotes. Their focus is always on practical lessons and "what actually works" for DTC founders—cutting through industry “hot air” and platitudes.
Key Takeaway
The right way to work with influencers centers on cultivating authentic, mutually beneficial relationships—whether that’s through careful gifting, building long-term partnerships, or engaging micro/macro creators, success depends on genuine fit and respect for the creator’s craft. Behind every effective influencer campaign is deep homework, empathy, and a willingness to put in the work for real community, not just viral reach.