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- 🎙️What if the creators you paid actually cared about your brand?
🎙️What if the creators you paid actually cared about your brand?
Your Weekly Insider on Influence, Ownership, and Building What Matters.
Jeff Frommer
April 17, 2025
Welcome back, Owners
I’m gonna be real for a sec.
For too long, brands have been stuck in this same cycle: Pay creators → Get posts → Everyone moves on.
Guess what…. if you pay someone $5k to make a post, they’re gonna make ONE post. The checks cashed whether your brand wins or loses.
Yet fans can sniff out the “i’m peddling this cause they paid me” post and even the most creative integrations can fail because they’re a one off. Trust takes time, just like it took between the creator and their audience. So if you’re testing the waters, fine. But if you’re expecting results, you gotta commit.
This is why most founder-creator partnerships fail. There’s no long-term vested interest in success. There's no skin in the game.
The brands of tomorrow won't be built on transactions. They'll be built on ownership.
Welcome to the revolution :)
📆 WHAT WE WILL HIT ON THIS WEEK:
How to create partnership deals that actually motivate creators.
The shocking stats on why creators are replacing traditional media (hint: 40% of under-30s)
Three events you need to attend if you're serious about scaling in 2025.
Meet Andy! The no-filter advisor you didn't know you needed.
"Show me the incentive, and I'll show you the outcome." Charlie Munger nailed it with this one.
Equity is the best incentive to have skin in the game, but sometimes just pure equity isn't the answer either.
It may only work for the top 10% of creators who are ok waiting years for your exit (and their payday). Most creators need to see something now, even if its a little.
So here’s the playbook that actually works:
Mix cash and equity based on creator tier. Maybe instead of $10K monthly, offer $2K plus equity. They get immediate returns while being incentivized for your long-term success.
Understand ownership beyond just equity. Most businesses in America are LLCs — you can offer profit sharing or rev share instead. Know if your business will sell or generate steady profits.
Create milestone-based incentives. Like paying off student loans, seeing progress keeps people motivated. Structure deals where creators earn more as they help you grow.
When creators truly believe in your brand, they'll ask about participating in the upside, not just collecting a check.
The brands of tomorrow will be built on ownership, not transactions. Get on board or get left behind.
🔍 FREE DOWNLOAD: How to Identify creators worth giving equity to.
Not sure which creators are worth giving equity to?
We put together a simple one-pager template with the 20 questions we ask before offering any creator ownership.
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This month’s 1 of 5 companies looking for equity partners:
A cutting-edge hydration company that has created the first molecular hydrogen-infused electrolyte drink to enhance athletic performance and accelerate recovery.
Looking For: Fitness enthusiasts, athletes, and wellness advocates who can authentically demonstrate the product's benefits within active lifestyles.
Founded 2024 | Family Office Backed | <1M in Revenue
(If you listen to Joe Rogan or Gary Brecka, you’ll know Hydrogen Water is here to stay.)
📱 1 in 5 US Adults Get Their News From Influencers
A new Pew survey found 21% of US adults and 40% of those under 30 now get their news from individual creators.
The study revealed 77% of these influencers have no affiliation with traditional media. Both presidential candidates recognized this shift, choosing podcasts like Joe Rogan and Call Her Daddy over traditional press appearances.
💄 Influencer Partnerships Drive Massive Growth in Beauty Brands
A report by WeArisma reveals that influencer content generates 19x higher Earned Media Value (EMV) than brand-owned content.Skincare and fragrance brands like CeraVe and Jo Malone are leading the charge, with influencer partnerships boosting impressions by 26x and engagement by 83x.
The key to success? Authentic connections and long-term partnerships with trusted influencers.
🤖 Instagram Rolls Out AI Tools for Creator Marketing
Meta’s Instagram introduced new AI-powered creator discovery tools in the Creator Marketplace. Brands can now search creators by keywords and access creator insights to find the best matches for ad campaigns.
New features also include creator cards, playable Reels, and easier engagement with creators.
🏆 Gondola Sports Summit (May 20-21, 2025):
The must-attend event for sports storytelling pros returns. Connect with fellow social managers, creative directors, videographers, and designers in the #SMSports community. Level up your creativity and collaborate with industry leaders.
🛍️ Shoptalk Europe (June 2-4, 2025):
Europe's most senior retail gathering returns, connecting 4,500+ industry leaders (1 in 3 are C-suite) with tomorrow's digital innovations. Hear from 160+ retail pioneers including execs from Rituals, Harrods, and Vestiaire Collective.
💻 Tech Week (June 2-8 NYC, Oct 6-19 SF/LA, 2025):
Tech's largest decentralized conference returns across three cities. Last year drew 75,000 attendees to 2,000+ events featuring founders from GOAT, Venmo, and a16z leaders. Host your own event or attend sessions with top innovators.
🗓️ Check Out the Full Calendar Here
Jo Mendes is changing the way creators approach AI and content creation. He’s making waves on TikTok and Instagram, showing creators how to use AI tools to step up their content game. Jo’s not here to complicate things. He breaks down the tech stuff into simple, easy-to-follow tips that anyone can use, whether you're just starting out or you’ve been doing this for years. What makes Jo stand out? He’s all about showing you how to actually use the tools, not just talking about them. Every post is full of real-life examples, from creating eye-catching visuals to boosting engagement, and he makes sure you can take action on it right away. |  |
If you're looking to improve your content with some fresh AI strategies, Jo's the guy who’ll show you how to do it. No fluff, just practical advice.
Meet Andy. He's here to answer the questions you're afraid to ask in public (ok so he’s actually NOT a paid spokesperson but just our network of badass execs open to answering questions….for free).
Every week, Andy's tackling the real shit that keeps founders up at night. No sugarcoating, no PC answers – just the truth.
Why Andy? Because sometimes you need someone a little rough around the edges. You don’t want to be praised all the time if it’s a lie right?
He’s got jokes you wouldn’t tell your mom, doesn't care about your dads politics, and believes more than anything in the entrepreneurial spirit that built this society.
Andy loves this country and wants to bet on what makes it great – ownership and the generational wealth it creates.
He wants you to win, but he wants you to have fun doing it.
Got a question for Andy 😉? Drop it here — nothing is off limits. Trust us, he’ll GET the answer.
Found this valuable? Don't hoard the knowledge.
➡️ Follow me on LinkedIn for the unfiltered takes I can't fit in this newsletter.
➡️ Forward this to another founder who's struggling with creator partnerships. Ownership spreads one conversation at a time.
➡️ Need 1:1 guidance? Block time with me any Friday here. No pitches, just real talk.