What Brands Get Wrong About Influencers | Gracey Ryback

Most brands chase big influencers. Then wonder why sales do not move. In this episode of Marketing Misfits, Norm Farrar and Kevin King sit down with Gracey from Deal Cheats to break down why small creators sell more, how to structure commissions and retainers, and the outreach email that actually gets replies. We cover creator vs influencer vs affiliate, how to set expectations, and how to use AI to test hooks without losing authenticity.

You’ll learn
- Why follower count does not equal sales
- Creator vs influencer vs affiliate explained
- When micro creators beat macros on conversion
- The outreach message that gets yes or no
- Commission ranges that attract creators (10% baseline, 30–50%+ to stand out)
- Retainers, bonuses, and how to build loyalty
- How to vet listings before sending traffic
- Using AI to test 100 hooks fast, then reshoot human
- The real workload behind “one short video”
- How to set expectations so both sides win

Who this helps
- Brand owners and ecom marketers on Amazon or TikTok Shop
- Creator managers and UGC teams
- Agencies running influencer and affiliate programs

Key takeaways
- Small creators can convert better than big influencers
- Clear offers and fair commission drive output
- One tight email beats a five-thread back and forth
- Treat creators like partners if you want repeat wins
- Test with AI, scale with humans

Timestamps
00:00 The Strategy Everyone Gets Wrong
04:58 Meet Gracey
09:04 How TikTok Accidentally Made Her Money
14:15 The Profit Tool Sellers Overlook
19:22 Big vs Small Creators (Who Actually Sells?)
23:35 Why Followers Trust Her, Not the Product
27:55 Saying “No” to Brands (And Why It Pays)
31:48 How Creators Really Manage the Workload
37:17 The Outreach Message That Works
42:04 Commissions That Make Creators Say Yes
46:26 How to Build an Affiliate Army
50:45 The Secret Job Brands Should Be Hiring For
55:03 Word of Mouth Beats Any Ad
59:39 The Truth About Virality (What Brands Miss)
01:03:34 The Research Most Brands Skip
01:07:52 How AI Tests 100 Hooks in a Day
01:12:37 How to Work With Gracey

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