go-zero

What's more valuable: An influencer's reach or a brand's own creator?

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Go Zero's exit from paid influencer budgets to fund an in-house creator team has reopened an old industry debate: does ownership now beat outreach in India's creator economy?

Aryendra Khan Aug 12, 2026 9:01 AM

Done renting attention: Go Zero shuts influencer budget, bets on in-house creators

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Announcing the decision on LinkedIn, founder Kiran Shah said the shift was driven by one fundamental challenge: the inability to clearly measure returns from influencer campaigns

e4m Staff Jul 27, 2026 3:32 PM