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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