How do you scale influencer marketing without turning every creator video into an expensive infomercial? Jake from Cal AI breaks down how the team approached influencer marketing, why brands often get influencer campaigns wrong, and how they found the sweet spot between creative freedom, product integration, views, and conversions. Instead of forcing creators into a brand-approved format, Cal AI let influencers create the content their audience already loved, then tested exactly how and when the app should be integrated. We also get into the testing mindset behind it all: taking big bets, finding the right integration point, and understanding that what works for one app may completely fail for another. You’ll discover: ✅ The difference between influencer marketing and UGC app marketing ✅ How Cal AI integrated the product without making videos feel like ads ✅ Why the “right” integration timestamp is different for every app ✅ How to calculate influencer campaigns without blindly relying on average views ✅ How Cal AI approached high-risk, high-reward experiments Jake's newsletter: https://operatorsnotebook.beehiiv.com/ Work with us to grow your apps faster & cheaper: http://www.appmasters.com/ ********************************************* SPONSORS Mobile apps grow subscription revenue with web2app funnels, but building them in-house takes months. web2wave gives you an all-in-one no-code platform to launch in days: • AI funnel generation and a drag-and-drop quiz builder • 100+ payment integrations • Trends to see what's winning in your category, plus AI creative generation to turn it into ads • Built-in analytics and A/B testing • Growth services if you'd rather the team build and run your funnels for you Create your web2app funnel for free at: https://web2wave.com/ ********************************************* The app growth playbook is changing fast. AppsFlyer’s State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4. Download it for free from the link below: https://bit.ly/4uvoHGM ********************************************* Join the App Founder’s Community: https://appfounders.co/ Get your app audited: https://appmasters.com/audit/ CONNECT WITH US: Instagram: https://www.instagram.com/stevepyoung/ TikTok: https://www.tiktok.com/@stevepyoung Twitter: https://twitter.com/stevepyoung Facebook: https://www.facebook.com/AppMastersCo/ Blog: http://www.appmasters.com/blog ***************