If you’re a startup or CPG brand, you’ve probably felt the pressure to start gifting to influencers and paying for content the second you launch. In this episode, Lydia, co-founder of Visibility on Purpose, shares her honest take after 10+ years in PR—why influencer seeding can quickly become a money drain for early-stage brands, and what actually drives long-term visibility. She breaks down the short shelf life of social content, why it doesn’t support SEO or AI discovery, and how press feat...