Most brands chase creators for their reach, but what if the real value is in their craft, not their following? Mal Chia joins Todd Crawford to unpack a creator strategy many brands overlook: hiring “character actor” creators purely to produce raw, authentic content for paid social ads. As Meta’s algorithm shifts the burden of targeting onto the creative itself, the brands that win are the ones testing more content, faster. You’ll learn how to build a scalable UGC pipeline, price it correctly, and measure what’s actually working.
In this episode, you’ll discover
- The “character actor” strategy: Why hiring creators purely for content, not reach, can outperform traditional influencer deals.
- Winning Meta’s new game: Why creative volume, not audience targeting, now drives ad performance.
- Pricing and scaling UGC: Real benchmarks for creator rates, ad spend, and avoiding over-reliance on one face.
