Seen good and bad experiences. As a generalisation I would avoid the more commercial pay-to-play options and cultivate relationships where sharing information/

Seen good and bad experiences. As a generalisation I would avoid the more commercial pay-to-play options and cultivate relationships where sharing information/swag benefits said social influencer audience. If you're going to do a straight purchase of eyeballs you may as well do this on open-ad market where rates tend to be at less of a premium.