Influencer Advisory

Who we are

Who we are

We are a small team. We have members in Canada, Spain, South Africa and Australia. We cover multiple continents across multiple time zones.

Because we are small, you get a lot of care. You are never just a number to us.

Our primary customers are Direct To Consumer (DTC), local businesses and Software as a Service (SaaS) brands.

Some of our latest clients: TacPack, Doola, and many more.

Trusted by

Brands we work with

The mistake most brands make

Most brands only partner with bottom-of-the-funnel influencers

This is a common idea, but most brands do not apply it. Many brands will only partner with bottom-of-the-funnel influencers. For example, hair loss brands will only sponsor creators who talk about hair loss. They lose a huge amount of potential customers by doing this.

We sponsor creators who target all three levels. This lets us put our sponsored videos in front of as many people as possible, for the best value. Here is what that looks like for a DTC brand selling a hair loss prevention serum.

Top of funnel: highest volume, low conversion, cheap CPM, almost no competitors. Creators talking about fitness, lifestyle or sports. These tend to be bigger creators.

Middle of funnel: mid volume, mid conversion, mid CPM, fewer competitors. Creators who optimize hormones and health and talk about their experience.

Bottom of funnel: least volume, highest conversion, most expensive CPM. Creators who only talk about hair loss.

A mix of all three is usually the most effective strategy. Partnering only with bottom-funnel creators puts you in direct competition with rivals, because many of them sponsor those same creators. When you move up to mid-funnel, a lot of people have not heard of your brand yet, and you are not competing in the same way. This is where vetting for alignment with audience interest becomes more important.

Ambassadors, not one-off influencers

We work with influencer ambassadors, not one-off influencers

This concept is very important. We have saved a lot of dollars with these principles, and we learned it the hard way through trial and error, so now you do not have to. Most agencies just pay an influencer for one post. We do it differently. First we run a test. The influencer promotes your product in a few different ways, at different times, in the way that works best, and the whole time they have a reason to do their best work.

We line up the inputs

Any agency that guarantees views and conversions is lying to you

No one can predict the algorithm. Instead, we focus on lining up the inputs such as:

• ✓Finding influencers who have your target audience: the people who would genuinely find your product useful and have the purchasing power to buy it.
• ✓How many influencers have received repeat sponsorships from brands, both from our own clients and from influencers across every platform.
• ✓When the channels leaving comments were created, so we can confirm they are authentic and not just bought fake followers.
• ✓How many people are asking questions in the comments and turning to the channel for education. This signals an audience with higher purchasing power that is willing to invest in premium products.
• ✓Which influencers have performed well for brands in the past.
• ✓And much more.

You can see this play out on a full program. Here is how Rocket Money booked the same trusted hosts again and again, and how Ritual reused one roster for five years, both pulled apart in our own database.

Our collection of top performing premium influencers

What you see is a sample. The database behind it is much bigger.

When we are pairing you with influencers, we choose from a much bigger list. We may actually find that none of the creators on display match your criteria, and that is okay, because we have a much larger database we are not showing. These are just some top performers we have found.

Our offer

1. How the pilot works

This is a three-month pilot. We line up 5 to 10 targeted creators in your niche and have them post for you again and again over the three months, one long sponsored video from each creator, every month.

That repetition warms the audience to the creator, and your brand stops feeling like a one-off paid placement and starts feeling like a genuine partnership. Once the trial hits the set objective, we scale the creator count.

Our offer

2. What we aim for

These are tailored to you after our discussion. Here is what brands typically want to achieve.

• ✓Introduce your brand naturally inside the content your buyers already watch.
• ✓Bring qualified, ready-to-buy traffic to your offer.
• ✓Keep your cost per acquisition below the value of a customer's first order.
• ✓Build familiarity so creators become long-term ambassadors, keep posting about you, and convert more of their audience over time.

Our offer

3. What you get

Our offer

4. How we source the creators

• ✓We show you a sample first. Before anything goes live, we share a proposed roster with each creator's stats and audience, so you see exactly who you are getting. You approve it in writing first.
• ✓We start with our own roster. After the first payment, we begin with our vetted creators and exclusives, then source and negotiate the rest to fill any gaps.
• ✓We pick on fit. Every creator is chosen on audience fit, content quality, past performance, and competitor conflicts, using our own data on who actually converts.

Our offer

5. The timeline

Our offer

6. The numbers: fee, budget, and commission

A flat fee, not a percentage. Agencies that take a cut of your spend make more when you spend more, so they have a reason to push your budget up. We charge a flat fee that stays the same no matter what, so any rate we negotiate down goes to you, not us.

Our offer

7. How creators get paid

Creators get paid two ways: a base rate from the creator budget, plus 8% on every first order they bring in. We make the commission most of their pay, because when their earnings depend on sales rather than just posting, they have a real reason to push your campaign harder.

• ✓8% commission, fixed, on each first order a creator brings.
• ✓Commission is the main part of their pay, not a small bonus.
• ✓This pushes creators to post more and convert harder, so their upside and your results move together.

Our offer

8. What to expect

These are goals, not guarantees.

• ✓Roughly 30,000 to 80,000 views per video, from audiences already warmed up to buy.
• ✓15 to 30 videos building compounding reach across the pilot.
• ✓A clear path to break-even ROAS as early as the first campaign month, with the real payoff coming from customer lifetime value beyond the first sale.

Our offer

9. What is included

All of this is part of the flat fee, with no extra line items.

• ✓Creator sourcing and vetting against your actual buyers, not just follower counts.
• ✓Engagement screening so your spend goes to attention that converts, not vanity reach.
• ✓Past-sponsorship checks so you are never the test run.
• ✓Niche-fit matching because a smaller creator deep in your niche often beats a bigger, scattered one.
• ✓The creative brief built around your brand while still letting the creator sound like themselves.
• ✓Script and compliance review so nothing gets pulled.
• ✓Proper attribution setup cost per view, sales, and cost per sale tracked cleanly through Shopify or whatever you already use.
• ✓Full day-to-day management posting calendar, creator swaps, approvals, rate negotiation, and payments.
• ✓90 days of usage rights to reuse the videos on your own channels.
• ✓Competitor exclusivity no rival promotions for three months before or after.

Creative angles

You can pick the right influencer and still get few conversions

We see it too often. You pick the right influencer, their stats look great, the sponsored video gets a ton of views, but it gets few conversions. Why? Well, if no one watches the sponsored segment, no one is going to buy.

On average, 20 to 54% of viewers skip sponsored segments. That is because all too often they sound like they are being forced to read a script. Many people see right through this, and they do not buy from influencers who are not authentic and do not stand behind the product.

A genuinely engaging sponsored video, with good production, can 10 to 20x conversion rates.

How we build the creative

Here is what we look at when we build the creative

• ✓Does the hook build curiosity? Curiosity is creating a question in people's minds that they need to find the answer to, which keeps them watching the whole sponsored segment.
• ✓Does the segment transition naturally from what they were talking about into the product? Better yet, does it frame a problem and then offer the product as the solution?

Example of a really good sponsored video

In a video teaching interior design, someone might say: "I use this lamp, and it gives the whole room a really good look. Without the right lighting, the room just does not work."

A natural transition into your product makes people much more likely to buy, because they see the value in it. And conversion rates are much higher with it. That is why we partner you with ambassadors, where we focus on sponsoring videos that have the highest chance to convert.

Influencer marketing tip

A golden YouTube metric: how many regular viewers a creator has

These are the loyal members who actually have a high chance of buying. Anything above 5% is great. If a creator only has 1 or 2%, we are very careful. They might have bought fake followers, their audience may not engage, or they might just be riding a viral wave.

How to get here