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Hiring “influencers” is not a single play—it’s four different jobs with four different outcomes.
In this episode Andrew breaks down a clear framework for on-screen ad talent: actors (scripted delivery), creators (algorithm-savvy editors who deliver finished ads), authorities (trusted endorsers who bridge efficacy/credibility gaps), and celebrities (brand-equity plays that rarely win in direct response).
You’ll learn:
- When to script an actor vs brief a creator, and how to structure both so performance doesn’t depend on luck
- A practical pricing heuristic for creator partnerships (the “~5% of planned ad spend” rule of thumb) and where it breaks
- When whitelisting adds leverage—and when it doesn’t
- How to use authorities to validate claims in categories like health, performance, or technical products
- Why most early-stage brands should avoid big celebrity contracts (and the two exceptions: deep integration or licensed co-brands)
- A simple audit to categorize your current roster, upgrade contracts, and operationalize briefing, asset handoff, and off-boarding
If you’re navigating margin pressure, uneven ROAS, or confusion about creator pricing and deliverables, this gives you a decision tree you can hand to your team today. Expect fewer dead-end tests, cleaner processes, and ad dollars aligned to the right kind of talent for your goal.
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CHAPTER TITLES:
00:01_37 - Building An Influencer Program at AJF Growth
00:02:58 - Hiring Actors For Ad Creatives
00:07:49 - Let Creators Do What They DO BEST, CREATE!
00:10:59 - What Is Whitelisting Relationships?
00:17:24 - Communicating With Your Creator Partner
00:23:42 - Allowing Your Influencer To Be The Authoritative Voice
00:27:16 - Building Trust With An Audience
00:28:57 - Sources of Credibility
00:34:29 - Do Celebrities Help Sell Products?
00:39:15 - Would I advise to contract with Celebrities?
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ADMISSION
Get the best media buying training on the Internet + a free coaching call with Common Thread Collective's media buyers when you sign up for ADmission here: https://www.youradmission.co/andrew-faris-podcast
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FOLLOW UP WITH ANDREW
X: https://x.com/andrewjfaris
Email: podcast@ajfgrowth.com
Work with Andrew: https://ajfgrowth.com
