Founders continue to lose money on "KOLS" and have learned nothing from it. Most of the time, they're paying the wrong people. Half the accounts are charging five figures a post that have botted followers, dead engagement and no real influence. Their audience doesn't give a shit, and it's honestly so clear if you pay attention. Then the same founders blame the strategy when the problem was picking someone who has no flow. The actual KOLs in this space have a real community and are driving serious results for brands they're aligned with. Stop picking the random influencer who is nowhere near aligned with your brand and what you're building. You'll soon realise KOL marketing isn't broken, it's who you've picked.