I get asked some version of this all the time, and it makes me a little crazy. Not because it’s a bad question — but because it’s the wrong one.
Here’s a better one: is your brand legit?
Consider the evidence. Dollar Shave Club launched with a single YouTube video in 2012. No TV. No print. One funny, irreverent video that captured exactly who they were — and four years later Unilever bought them for a billion dollars.
Glossier built an empire on Instagram and a blog, turning customers into micro-influencers before that was even a term.
Warby Parker asked customers to post photos of themselves trying on glasses at home and got 25,000 Instagram posts for free.
