Kindling Test

This and that

Kindling Creator Guidelines What we're building together Kindling exists because we believe the most credible voice in B2B isn't the brand—it's the customer. You're here because you've seen this firsthand, whether as a marketer who's felt the pain of renting credibility from influencers, or as someone who's been on the other side, vouching for products you genuinely use. This program is our proof point. We're launching Kindling by practicing what we preach. Your voice, not ours We're not looking for polished marketing copy. We're looking for practitioner perspective—your real take on why advocacy-led growth matters, what's broken about the current options, or what you're seeing in B2B go-to-market right now. Sound like yourself. If you're direct, be direct. If you're analytical, bring data. If you lead with stories, tell them. The whole point is that your voice carries weight with your network in ways our brand account never could. Topics worth exploring You don't need to write about Kindling directly in every post. The goal is to contribute to a conversation your peers care about. Some angles: The trust shift in B2B buying — How do you actually evaluate software? Who do you believe? What's changed? What's broken about influencer marketing — Paid enthusiasm from strangers, misaligned incentives, the authenticity gap Customer advocacy as an underleveraged channel — Why companies have happy customers but no system to activate them The creator economy meets B2B — Why individuals with expertise are becoming more trusted than brands Your own experience — A time you bought something because a peer vouched for it, or a time you were that peer When you do mention Kindling, talk about it the way you'd talk about it to a colleague—what problem it solves, why you think it matters, what you're curious to see. Language that lands Use freely: "Advocacy-led growth" — this is the category we're building "Verified customers" — the distinction from influencer marketing "Customers, not influencers" — the core positioning "Turn word-of-mouth into a channel" — the operational promise Avoid: Hyperbole ("revolutionary," "game-changing," "the future of marketing") Competitor bashing by name Anything that sounds like you're reading from a script Claims about results we haven't demonstrated yet Disclosure You're being compensated for participating in this program. FTC guidelines require clear disclosure—this isn't optional and it's not something to bury. What works: "Participating in Kindling's creator program" "Part of Kindling's advocacy program (they pay creators—transparently)" "#KindlingCreator" or "#KindlingAdvocate" as a hashtag What doesn't work: Disclosure only in comments or buried at the end Ambiguous language ("working with Kindling" without clarifying it's paid) Transparency is the whole thesis. If we're not modeling it ourselves, we have no business asking others to. A few examples to spark ideas "I've been thinking about why I trust peer recommendations more than case studies, and I think it comes down to..." "Hot take: most B2B 'influencer' campaigns fail because the influencer isn't a customer. Here's why that matters..." "The last three tools I bought for my team came from LinkedIn posts by people I actually know. None came from ads." "Joined an early program called Kindling that's trying to turn customer advocacy into a real channel. Here's what caught my attention..."