Full transcript
0:00Today I'm going to break down how we
0:01help companies find more and better
0:04influencers as well as start their first
0:05influencer campaign. So look at AG1.
0:08Their growth has went from 160 million
0:11to 600 million in 3 years. So the way
0:14they did this is with a couple things.
0:16Now one of them was influencers. And you
0:19can see the amount of sponsored videos
0:22that they've created on YouTube. Now the
0:24reason that I talk about this and this
0:25is a 55% compounding growth rate
0:28year-over-year. And the reason that I
0:29talk about this is because they've been
0:31one of the most successful DDC companies
0:33to use influencers. We've even taken a
0:36sheet with over 290 creators that they
0:39did in 2025 and analyzed every single
0:43sponsored video. And one thing that we
0:45found was that brands
0:47will only sponsor an influencer more
0:51than 10, 20, 30 times if it's working.
0:54So for example, more than farmers was
0:56sponsored more than 52 times by Thrive
0:58Market, 45 times by super ceiling, and
1:0131 times by zero shoes. None of these
1:05sponsorships would happen if the creator
1:07was bringing in ROI. So this is just one
1:10of the data points that we look at to
1:12vet a creator. Now, this is very
1:14important because this is at the heart
1:15of finding influencers that are going to
1:17perform well, that are going to add to
1:19your influencer collection, and that are
1:21going to be good to start off with. So
1:23let's dive right in. Now we can see that
1:26you know apart from this we would also
1:27look through our exclusive roster. Now
1:30your campaign might require certain
1:33influencers that we don't have and
1:34that's why we'll go to one of our agency
1:36partners or we'll find talent ourselves.
1:38We have this dashboard shows a bunch of
1:40different influencers. We have a bunch
1:41of stats that we look through and this
1:43helps us find the right influencers and
1:44here's our dashboard
1:45influencervisory.com/partners.
1:48You can see all the partner agencies we
1:50have here. Now, a lot of agencies focus
1:53on awareness. They just give you views.
1:55We focus on the bottom line conversions
1:57because, you know, after chatting with
1:59so many business owners, we find that's
2:01what they care about. Regarding who we
2:04are, you can go to
2:04influenceradvisory.com/team.
2:07Uh we've got VAS across the world. Uh
2:09primarily our team is based in Toronto,
2:11Canada. And we are small, which means
2:14you'll get care. You're not just another
2:16number. We care about every single
2:17client keeping communication open 24/7
2:20everything uh everything flowing both
2:23ways and our primary customers are DTOC
2:27local businesses and and software
2:29brands. Now a big thing that we found is
2:33a lot of brands have encountered issues
2:36when paying one-off influencers as
2:38opposed to influencer ambassadors. Now,
2:42if you look at most influencer
2:43partnerships, a lot of them will sound
2:45scripted. And if you actually go to
2:46influenceradvisory.com/examples,
2:49you'll see what some of these really
2:50fake ones look like and what the good
2:52ones look like. But they sound scripted.
2:55And what this causes is people to skip
2:58ahead.
3:00Now, if people skip ahead, they're not
3:01even going to see the advertisement.
3:03It's going to completely skew your
3:04marketing costs.
3:07Instead, with our influencer partners,
3:08what we do is we have a system which
3:10gets them to like the product and find
3:12influencers who already like your
3:14product before you even engage into the
3:17sponsorship. And they're also
3:20incentivized
3:22to do their best promoting the product
3:23cuz it's a hybrid structure as opposed
3:26to a flat fee. Now, think about Gym
3:28Shark athletes. Gym Shark athletes
3:30effectively follow this exact same
3:32concept with influencers who had skin in
3:35the game. And you can even see here Ben
3:37Francis talks about how to become one.
3:39This is framed as something exclusive
3:41and this is what has allowed them to
3:42scale to 1.8 billion or this is $1.4
3:46billion valuation. I think this was
3:482025.
3:50So think about it this way. If you're
3:53able to get good influencers, you're
3:55going to have a flywheel. So the way it
3:56works, you select based on data. So
3:58we've got data not only from our own
4:00campaigns and you know if an influencer
4:01has performed well nine out of 10 times
4:03chances are 11 sponsorship is going to
4:05be good as well. Of course we make sure
4:07there's no competing there's no
4:09competing brands that we responsor. So
4:11if you have a brand you're worried about
4:14an influencer you know signing
4:15exclusivity all that. That's not an
4:17issue because influencer influencers is
4:19going to like your brand. It's not going
4:20to be cheap but that's why you pay a
4:23premium ethos. Then from there, so
4:26coming back to here, you're going to
4:27select them based on data. You're going
4:29to test the fit and then you're going to
4:31be able to scale the winners. Now, what
4:33this means is buying usage rights and
4:35whitelisting rights and the influencers
4:37that do well, you're going to be able to
4:38scale them. Then from there, you're
4:40going to be able to build belief,
4:43exclusivity.
4:44And the way you're going to do this is
4:47by having them storytell.
4:49We're going to learn all about this in
4:50the creative brief. And then effectively
4:52this compounds in a flywheel like this.
4:54So you start by selecting it based on
4:55datam. You test you know which ones fit.
4:58You scale the winners. So you do more
5:00sponsorships of those. You get
5:02whitelisting rights. You spread it on
5:04UGC content on your page on their page.
5:08And then the results will basically
5:09compound as you have more data and now
5:11you know better and now you can compare
5:13it to other influencers and pick better
5:15ones from then.
5:17So one thing that we look at is not just
5:20Fuse and Ross. We look at some of the
5:21deeper metrics. What is the lifetime
5:25value of a of an customer coming in
5:28through influencers versus cold ads?
5:31Very important because an ad an ad,
5:35think about it. It's a random cold
5:38interruption that someone's getting
5:40while they're doing something else
5:41versus imagine your friend recommending
5:44a product. Now, an influencer in many
5:46ways is a friend is a friend with a lot
5:48of these people. So they're more likely
5:51to buy. We found on average 2.4x. This
5:53really varies though depending on
5:54campaign to campaign. It's also lower
5:57cost to acquire each customer. Yes,
6:00influencers will typically cost more,
6:02but if you do it right, actually it'll
6:03be comparable to let's say meta ads. And
6:06with that being said, your conversion
6:07will be much higher, LTV will be much
6:09higher, and um the cost to acquire a
6:13customer will be much lower. Now, what
6:14we've also noticed is because it's
6:16warmer leads, your conversion rate is
6:19much higher.
6:22And what we've also noticed is you have
6:23more of a repeat purchase rate because
6:25people are willing to give your product
6:27more leeway. Especially if your product
6:30needs a couple of usage times to see an
6:32effect, especially if that's the case,
6:35they're going to give you more leeway.
6:36And then you will have uh more
6:39conversions when you re when you run
6:41retargeting ads cuz influencers see
6:43these warm ads and also less churn just
6:46as an effect of uh lower of higher LTV.
6:50Now what we focus on is specifically DDC
6:54local business local businesses and
6:57software as a service. So how we are
7:01basically trying to help you know brands
7:03in a couple categories. One is helping
7:05them acquire new customers. So find out
7:08about your products, then get those
7:10customers that have bought from you to
7:12buy products more often and then to
7:15launch product lines in holiday seasons
7:18or just ramp up marketing spend in
7:21holiday seasons and capitalize on all
7:23the sales on everything going on. And a
7:26couple other things here which you can
7:27go ahead and read on your own. Don't
7:28want to keep it too long. And then from
7:31there, uh, influencers are one of the
7:34warmest touch points in the funnel. So,
7:36what'll typically happen is someone will
7:39see a Tik Tok video, they'll see the
7:41influence using the product. You know,
7:43they'll be convinced, then they might
7:44search about the product, they might
7:45visit the website, but they don't buy
7:47until a few weeks later when they get a
7:49retargeting ad, and in which case
7:51they'll sign up for maybe a discount,
7:54but they won't actually use it. In which
7:56case then we retarget them with or we
7:58send an email campaigns. We send SMS
8:00campaigns that then takes them to our
8:04web page which has UGC and social proof
8:08from this influencer and other
8:09influencers. And then they go ahead and
8:12they finally invest. Once they're in the
8:14loop, very easy to run them email and
8:17SMS and then get them to become repeat
8:19customers.
8:20It's much easier to sell existing
8:23companies, new existing customers, new
8:26offers instead of finding every single
8:30time new and new customers. And that's
8:31why I look at what Gorilla I believe
8:34gorilla 3, what did Gorilla do? Well,
8:37what they did is effectively market
8:38these four offers to the same on the
8:41same creator on just different videos.
8:43So, here they marketed their omega-3
8:44fish oil. Here they marketed their high
8:46stem pre-workout powder, uh their micron
8:49creatine. exact product and this is what
8:51it is. Uh so this was grow mind x more
8:53plates more dates that was the name of
8:55the creator and they use different value
8:57propositions and different creators to
8:58emphasize different points cuz the video
9:03which talks about high stimulation
9:05pre-workout powder would have a
9:08different messaging would have a
9:10different slightly different target
9:11segment than an all day neutrop focused
9:14neutropic targeted towards people who
9:16study etc.
9:19Now, what we also do is help people
9:21expand, help brands expand into new
9:23markets. NordVPN has sponsored multiple
9:26channels across multiple different
9:28countries. They've been sponsoring
9:30German YouTubers, Spanish YouTubers,
9:32French, Italian, UK, and many more
9:34different languages. What this lets you
9:36do is capitalize on different markets.
9:38And this is great if you don't have the
9:40same level of competition in different
9:43markets.
9:45Now, if we were to sum up three things
9:47that we focus on, it would be first
9:49hiring influencer ambassadors. The
9:50second would be advertising in very
9:52highly regulated spaces and the third
9:54would be focusing on gathering data
9:57because we can never predict how an
10:00organic video is going to perform. But
10:01what we can predict is how well the
10:05future is going to unfold based on their
10:08past results. As I mentioned, if an
10:10influencer gets nine sponsored videos
10:13that perform really well, then chances
10:16are the 10th 11th video is going to
10:18perform pretty well.
10:20Now, something that we see brands
10:24making, a mistake that brands make time
10:26and time again
10:28is partnering with only bottom of funnel
10:31influencers. Now, what the heck does
10:33this mean? So to give you an example,
10:35let's say you have a hair loss brand and
10:38if you only sponsor, you only sponsor
10:41YouTube videos from creators who talk
10:43about hair loss, you're going to miss a
10:46huge percentage of the market. You're
10:48going to be capturing all the market
10:50down here. Now, they are high intent,
10:52right? It's people who are watching this
10:54YouTuber to learn how to prevent hair
10:56loss, like I've got some. But what
10:58you're going to miss out is people who
10:59maybe don't watch this YouTuber, but
11:02still have some concerns about hair
11:04loss. They might not be as pronounced,
11:06but if you bring up the right creative,
11:08then they would see the issue and they
11:11might be incentivized to try to take an
11:13action whether it's buying a product,
11:15taking a course or something to fix it.
11:18So the way this would work is let's say
11:20you know bottom of the funnel we have
11:21these are creators who only talk about
11:23hair loss. You're going to see low
11:25volume. Not a lot of YouTubers who do
11:27this. The ones who do have few views,
11:29but they're going to have the highest
11:30conversion because it's very targeted.
11:32Or if you're going to have a high CPM,
11:34but if you take a level up to the middle
11:36of the funnel, you take up, you take a
11:38step up, you go to the middle of the
11:39funnel, what you're going to find is you
11:42have more volume,
11:45you're going to have middle level of
11:46CPM, but what you're going to have is
11:48fewer competitors because a lot of your
11:50competitors, if they're doing influencer
11:52marketing, they're sponsoring these
11:53people at the bottom of the funnel.
11:56So, by targeting, let's say, creators
11:57who optimize hormones and health and
12:01they talk about their experience, you're
12:03going to be able to have cheaper CPM,
12:05you may you're going to be able to have
12:07slightly slightly lower conversion rate,
12:09but what that will lead to is a higher
12:12volume. So, in the end, it'll still make
12:15up for it and you might even get the
12:17same volume of actual conversions or
12:20higher. Now if you take a level take a
12:22step up level higher go to the top of
12:25the funnel now you're just sponsoring
12:26any creators who talk about fitness
12:27lifestyle or sports now the audience
12:29watching some of them might have a hair
12:31loss problem some of them might but the
12:33v might not but the volume is so high
12:36that there's bound to be a good amount
12:38of people
12:40now in all these cases
12:43is it's not like one will give you a
12:45higher end volume all of them are equal
12:47but one thing for sure is when you move
12:49up the volume, you're going to be going
12:51against less competition. And that's
12:53when we've noticed, especially in brands
12:55which have a very niche market with that
12:57with competitors not really getting to
12:59this yet, that's when we notice the
13:01results. You're going to have cheaper
13:02CPMs. You're not going to have to fight
13:03exclusivity clauses and you can be this
13:07creator's favorite product cuz they
13:10might not they might have a bit of hair
13:12loss, but they haven't thought about it
13:13much. So, you would be the first product
13:15stepping in that's making a difference.
13:17Now, we got a couple offers. One of them
13:18is the scale package. If you're an
13:21enterprise plan, this is what we
13:22suggest. If you're making under a h
13:24100red million a year, we suggest you go
13:26to the starter plan. So, you can just
13:28skip through to the starter plan.
13:29Otherwise, what we're going to get you
13:31is 75 targeted influencers at all levels
13:34of the funnel to make three sponsored
13:36videos of your brand. That adds up to
13:39225
13:41sponsored videos over 3 months. Now,
13:43this is a huge jump. This is for
13:45companies wanting to make seven, eight,
13:46nine figures as a return from their
13:49investment.
13:51Now, what does it actually cost? Well,
13:52this much over 3 months. So, that adds
13:55up to around $400 to $600,000 per month
14:00or in total. That's what I meant in
14:02total. Now, what will this actually get
14:04you? Well, it's what I mentioned prior.
14:05And each one will have a pre-roll
14:07sponsored integration. It's going to
14:09have not only that, but a brand mention
14:12in the comment description. And what you
14:14can expect is around you know 6 to 18
14:16million targeted views.
14:19This is for companies who really want to
14:22take step forward who want to get a
14:25massive amount of customers. Now what we
14:28also do is we give this minimum
14:31deliverable of three long form sponsored
14:34videos over the three months but we
14:35don't limit creators there. So what we
14:37do is we give them a commission. We give
14:40them a commission and this incentivizes
14:42them to go ahead and go above and beyond
14:45and post some shorts and post things
14:47that were not included in the initial
14:49contract. And not only that, but this
14:52the goal of this is to take creators who
14:55are going to be long-term champions. So
14:583 months is a good starting point. any
15:00less you don't get you sound fake
15:03because a lot of the creators a lot of
15:05the audiences of the creators will
15:07actually see hey he's doing one
15:09sponsorship it's not real you do three
15:12they see okay he's actually believed in
15:14this brand I want to buy and you do
15:16anymore and you might be wasting money
15:17on creators that don't convert so three
15:19is the best test spot with our creators
15:23so what would we actually do we would
15:25vet the creators we're going to write
15:26the creative brief we're going to set up
15:28attribution properly multi-touch
15:29attribution We need to see, hey, are
15:31they being touched by the retargeting
15:33ads or are they being touched by the
15:37integration, maybe the SMS, or maybe
15:39some other marketing efforts you were
15:41doing. What's actually causing the sale?
15:44We're going to keep your arrivals out
15:45with an exclusivity clause, and we're
15:46going to make sure that if you do have a
15:48regulated product, we're going to review
15:49it against any guidelines locally and
15:52platformwise to make sure that you don't
15:53get banned and you do have usage rights
15:55to you reuse it as organic content for
15:5790 days. Now, the start of plan is the
16:00exact same thing, but as a much smaller
16:01scale, adding up to around 45,000
16:05to around 60,000 over the total
16:08campaign. And what's our feel of this?
16:10It's typically around out of this one,
16:13it's around 2 to 3,000 per month. So,
16:159,000 total to do the same deliverables
16:18that we talked about before. And making
16:19sure that we're getting you the best
16:21possible creators. So
16:24you can actually actually pick the best
16:27fitted creator, the ones who have
16:30performed the best, but you're still
16:32going to get few conversions. Now, why
16:33is this the case? Well, that's because
16:35if someone watches a sponsored segment,
16:37but no one buys,
16:41well, well, what I meant by that is if
16:44no one watches a sponsored segment,
16:46no one's going to buy. Why is that the
16:48case? Because people are skipping it.
16:50Now, what happens if someone starts with
16:52a very monotone way of speaking?
16:56People are just going to skip it, right?
16:57If they sound like they're being forced
16:59to read a script, people are going to
17:00skip it. Now, a good sponsor video with
17:01a really good creative, really good
17:03hook, we've noticed that could 10 to 20x
17:06conversion rates. And that's something
17:07that we look at. We collaborate very
17:09closely with your team to make sure that
17:11we carry over the value propositions and
17:13we put that in line with how the creator
17:15naturally sounds to create a really
17:17engaging video. Now, what else do we
17:19look at when building the creative?
17:20Well, we actually look at does the hook
17:23build curiosity. Now, if it builds a lot
17:25of curiosity, people are going to want
17:27to keep on watching. There's a lot of
17:30questions that the video created that
17:32they want the answers to. We also look
17:35at does the segment transition naturally
17:37from the video. The video typically
17:39creates problems. For example, let's say
17:41it's a creator teaching interior design.
17:44They might say, "Well, I use this lamp
17:46and it gave the room a really good
17:47look." But without the right lighting,
17:52the room just wouldn't really work.
17:54That's a weak example, but you can find
17:56a stronger one where, for example, it's
17:58a video teaching business owners how to
18:00set up Claude Code or how to set up an
18:02AI tool. The transition might be, well,
18:04none of this matters. Setting up an AI
18:06tool will not matter if you're not able
18:09to set up a business first. For let's
18:12say this business, let's say the video
18:14is targeted to beginner business owners.
18:17In that case, you could then sell a
18:20business incorporation tool. We did this
18:22campaign with Doula recently. D O L. You
18:25can actually see an example here. If you
18:27go on influencer advisory.com/overview,
18:31you'll see it. But something that we've
18:33noticed, and this is a little tip before
18:35we sign off, a golden metric to look at
18:38if you ever have any doubts whether a
18:40YouTuber is good or not, ask them to go
18:42in their YouTube dashboard, go in
18:44advance mode, click on audience size and
18:46growth, and tell them to send you a
18:48screenshot of what is regular viewers.
18:50Now, if anything is below 1 to 2 3%, you
18:54got to be careful. They might have
18:55bought fake followers or their content
18:58is just not good. So the con, so the
19:00audience is not engaging. They might
19:02just be riding a vir viral wave. You
19:05want to look at something like this. 9%
19:07regular viewers, it's pretty good. 36%
19:09casual viewers, really good. That
19:11basically just tells you how often
19:13viewers come back to the channel. Now
19:15think about it. If you buy
19:18bots, body counts get banned. They're
19:20not going to come back. Your new viewers
19:22are going to be extraordinarily high. or
19:25if you don't have bots, you're just not
19:27you're just not going to have a loyal
19:28audience, right? And you can just get
19:31here by click by being in your YouTube
19:33analytics. You can even show them this
19:35exact screenshot. Click see more and you
19:37see it over here. So hopefully this tip
19:39saves you a lot of money. Now, if you
19:41are interested, click the link down
19:42below and I'm going to show you how we
19:46can run this campaign for you and get
19:48you higherforming influencers. And not
19:51only that, but these influencers are
19:54going to have the best creatives.
19:56They're going to be new influencers.
19:58They're going to help you expand to a
19:59new market. They're going to help you
20:00launch a new product line. They're going
20:01to help you capitalize on a new holiday.
20:03And you can do this all by going on our
20:05site, influenceradvisory.com,
20:08where we go into detail exactly how we
20:11help brands do this.