"We were inspired by what we saw globally, particularly in North America," Mehedi Mahmood said as he described why he built Social Square’s new system to run influencer campaigns at scale in Bangladesh. Mahmood, founder of the startup, says the platform is designed to let brands activate hundreds of creators for a single campaign — not just one or two big names.
The technology behind that claim is an AI system that talks to creators through WhatsApp and manages campaigns end to end. Social Square says the platform can introduce a brief, explain requirements, negotiate participation, determine pay linked to performance metrics and walk creators through onboarding — allowing brands to work with anything from 20 or 30 creators up to 500 or 600 without a massive operations team.
The weight of the change is payment and measurement. Social Square operates primarily on a CPM, or cost per thousand views, model so brands pay based on actual content performance rather than fixed creator fees. That is a direct challenge to current practice in Bangladesh, where large influencers often charge fixed sums — in some cases several lakhs of taka — for a single campaign.
Mahmood frames the product as a shift in business model. "We wanted to bring a similar model to Bangladesh," he said, referencing North American campaigns where brands activate hundreds of small and nano creators for one push. Social Square is explicitly focused on user-generated content campaigns rather than marketing built around a handful of celebrity creators.
The contrast is central to how the company pitches itself to marketers. Traditional influencer marketing in Bangladesh still leans heavily on relationship-driven deals with a small roster of expensive names; Social Square’s approach replaces those one-off relationships with a repeatable, performance-based channel that rewards reach and engagement across many creators.
That replacement depends on the platform’s automation. Mahmood said, "We built a platform where AI can communicate with hundreds of creators and coordinate campaigns at scale," and the WhatsApp connection is crucial because it uses a channel most creators already use daily. The AI handles the back-and-forth that otherwise would require a large operations team: briefing, tracking, and scoring content so compensation can follow measured results.
He also leans on a simple idea about virality: "A topic doesn't become viral because one person talks about it. It becomes viral when many people start talking about it at the same time." Under Social Square’s model, hundreds of small posts that each earn modest views add up to something agencies and brands can measure and pay for through CPM rather than pre-negotiated flat fees.
The friction is obvious. Will Bangladeshi brands reallocate budgets away from celebrity deals and toward hundreds of micro- and nano-creators paid by performance? Mahmood’s bet is that measurable returns and the ability to scale deployments without large teams will convince marketers, but Social Square has not announced a broad launch timetable or named brands signed up to test the model. The real test will come when a major local campaign uses the system at scale; until that happens, the question is whether advertisers will trade familiarity and direct relationships for distributed reach and data-driven pricing.
