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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

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