We see an average of 60% efficiency in our paid media spends when using influencer content." In this data-driven conversation, Jake Hay of PopShorts reveals how the most successful influencer campaigns separate organic reach from paid distribution to maximize ROI. Drawing from over a decade of experience managing campaigns for Fortune 500 companies, Jake explains why most brands misunderstand influencer marketing's true purpose, how to strategically place different types of creator content throughout your marketing funnel, and why audience data—not influencer metrics—should drive your campaign decisions. Learn the crucial distinction between organic influencer content (best for building trust and positive sentiment) and paid influencer media (where performance metrics truly shine), why Jake believes trends are more important for organic social than advertisements, and how his agency's award-winning approach focuses on ideas that create "an experience beyond the post." Whether you're already investing in influencer marketing or considering it for 2025, this conversation offers both strategic frameworks and tactical insights for turning creator content into a revenue-driving machine.