#310: Brad Hoos — What 50,000 influencer campaigns tell us about what brands really care about

Brad Hoos is the CEO of Outloud Group, one of the top influencer marketing agencies in the United States. His clients include AG1, Chomps, KitchenAid, and Whirlpool, and he’s managed campaigns across tens of thousands of creator partnerships. Jay found Brad while researching for his book proposal on trust, trying to track down the agency behind AG1’s dominance in podcast advertising.

In this episode, we talk about:

Why the creators who say no the most often are actually the most valuable to brands

The difference between brand voice and brand advocacy, and why getting this wrong kills campaigns

What Outloud learned running AG1’s campaigns across tens of thousands of creators

The data across 50,000 campaigns showing no meaningful correlation between CPM and performance

By the end of this episode, you will think differently about how brands choose creators and how creators should position themselves for long-term partnership success.

Outloud Group

Full transcript and show notes

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TIMESTAMPS

(00:00) Introduction