The Complete Guide To Influencer Marketing For DTC Brands In 2026 (With Josh Durham)

The discussion centers on how brands should approach influencer marketing based on their revenue size, challenging the notion that "paper posts" are dead. Josh Durham of Aligned Growth Management suggests that brands under $10 million in revenue should focus on product gifting in exchange for posts and paid social usage, while brands between $6 million and $30 million should allocate a paid budget primarily for whitelisting. He emphasizes the importance of trust and creative diversity, recommending mid-tier influencers (100K-500K followers) for their balance of DR and brand awareness. For brands over $30 million, a $30K+ monthly testing budget is recommended to strategically integrate influencers into their content calendar. Durham highlights case studies with brands like Owen and Popsmith, demonstrating how influencers can drive retail and DTC sales.