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How do you decide what this money is being used for? >> i think for video, that's a great brands play. and you get exposure to lots and lots of people. it's a huge splash, you know. i've actually done projects that have ended up on good morning america and they were branded. but because it was a real message that was getting out there. and i think if you want customer acquisition, you probably want to go with click throughs, which would away blog post that someone can read and actually click right through and, you know, sign up for your camp or buy your product or download your widget or whatn...

>> for video that's a great brand play and you get exposure to lots and lots of people. it's a huge splash. i've done projects that have ended up on good morning america and they were branded. but because it was a real message that was getting out there. and i think if you want customer acquisition you probably want to go with click throughs which would be a blog post. someone can read and actually click right through and sign up for your camp or buy your product or download your widget or what not. >> and how do influencers charge for this? can you get by it on a cost for acquisition basis or...