#IntentionOverImpressions

[laurafaritos]

HDMS059. Influence With Intention: Paid Partnerships That Still Feel Real

There’s a difference between being bought out and being backed up.

A lot of brands — and a lot of comedians, let’s be honest — still cringe at the idea of “paid influencer partnerships.” And yeah, if it’s just someone reading a script with zero connection to the product? I cringe too.

But here’s the truth: influence isn’t the problem. Strategy is.

This week’s module explored how OOFOS built its brand around authenticity with its “mOOvers” — public figures who endorsed them organically. But now they’re facing a key question: could paid partnerships help scale that same message to new audiences without losing credibility?

I think the answer is yes — if it’s done with intention.

Let’s talk about what I learned, what changed in how I view influencer marketing, and how creators can use paid partnerships to grow without ever sounding like a sellout.

I. What Module 4.5.2 Taught Me

This module put a spotlight on something a lot of brands — and creators — are still awkward about: paying influencers.

OOFOS has had legit success with its mOOvers — unpaid public figures who wear the product, love it, and talk about it naturally. That kind of organic endorsement is marketing gold. But there’s only so far you can scale with vibes alone.

So the big question was: Should OOFOS start paying influencers?

According to the frameworks from Maggie Malek and David Huang, the answer is yes — if it’s done intentionally.

Here’s the breakdown I learned:

Top-tier influencers (athletes, celebrity trainers) = great for awareness. They can introduce OOFOS to massive new audiences.

Mid-tier and vertical-focused influencers (PTs, fitness experts) = best for consideration. They explain why recovery footwear even matters.

Micro and long-tail influencers (nurses, runners, everyday people) = perfect for conversion. Their audiences are loyal, engaged, and ready to buy.

OOFOS has been hesitant because they don’t want to come off like every other brand reading off product copy on a podcast ad. Fair! But the thing is: paid doesn’t have to mean fake.

If OOFOS partners with the right people — folks who genuinely love the product, speak from lived experience, and aren’t just cycling through five other shoe deals — they can scale their impact without killing their vibe.

II. My Reflection – Influence Isn’t Bad (But It Has to Be Real)

I used to side-eye the word “influencer” like it was code for sellout. Probably because I’ve seen too many awkward collabs where someone with 400k followers suddenly starts pushing skincare they’ve clearly never used — and their followers can tell.

But this module made me pause. Because when you break it down, influence is just storytelling with a ripple effect. The real question is: whose story is being told, and does the storyteller actually believe it?

The part that shifted something for me was the idea of matching the right influencer with the right stage of the funnel. Like, yeah, a celebrity might get you reach. But it’s that local runner or nurse who actually makes someone go, “Wait… I need these.”

If I ever launch a product or even promote a big comedy project, I’d want to follow that same approach:

Start small: Reach out to people already in my corner — people who get the brand and want to share it.

Be intentional: Only collaborate with folks I’d be proud to sit next to on a panel, not just whoever has numbers.

Play the long game: Build something that feels community-backed, not commercially pushed.

Influence isn’t inherently fake. But when it’s done lazily, it feels fake fast. So the goal is simple: keep it real. Keep it aligned. And only say yes to what you’d believe in even if no one was watching.

III. Advice for Creators & Comedians – How to Use Your Influence Without Selling Out

You don’t need millions of followers to have influence — you already have it. If people trust your voice, share your work, or show up to see you perform, you’re influencing. The real challenge is learning how to use that power without losing what makes you human.

Here’s how to build your influence with intention, whether you’re sharing your work, promoting a show, or growing a personal brand:

1. Build trust before you try to sell anything

People will follow you for your jokes, your art, or your story — but they’ll stay for your consistency and honesty. If you only show up when you’re promoting something, your audience will feel it. Share your life, your process, and your values regularly so that when you do promote something, it lands with trust.

2. Speak in your own voice

If you sound like an ad, people will scroll like it’s one. Whether you’re announcing a show or plugging a product you actually believe in, talk like yourself. Use your tone, your references, your point of view. Audiences are allergic to forced language — especially when it’s coming from someone they once trusted for authenticity.

3. Don’t say yes to things that make you cringe

Your gut knows. Whether it’s a brand deal, a podcast guest spot, or even a collaboration — if it feels off-brand, out-of-pocket, or like something your audience wouldn’t buy, it’s okay to walk away. Influence isn’t worth anything if it disconnects you from your community.

4. Share the things you already love

The most powerful form of influence is enthusiasm. If you’re already telling people about a great book, a show you watched, a restaurant you tried — that is influence. The difference is: it doesn’t feel fake, because it isn’t. Get comfortable sharing things that matter to you. Your recommendations don’t need to be sponsored to be meaningful.

5. Think of your platform as a place of service

Even if you're not ready to call yourself an influencer, your platform still influences. Use it to share knowledge, build community, uplift peers, tell the truth, and make people feel seen. That’s the kind of influence that lasts — and actually makes a difference.

Bottom line: You don’t need a brand deal to be influential. You already are. The goal isn’t to be palatable to everyone — it’s to be unforgettable to the people who resonate with what you’re building.

TL;DR On Influencing with Intention

Influence isn’t something you buy. It’s something you build. And if you’re a comedian, creator, or storyteller, you’re already doing it — every time you speak, post, perform, or share something that makes people feel something.

This week’s module showed me that paid influence doesn’t have to be fake — and unpaid influence doesn’t always feel real. What matters is intention. Whether you’re promoting your own work or endorsing something bigger than you, it only works if your voice stays yours.

You don’t have to be a sellout to scale. You don’t have to go viral to be valuable. Just lead with clarity, community, and care — and let the rest follow.

I hope this lesson was as helpful to you as it was to me!!

Tchau tchau <33