How much should you actually pay an influencer? And more importantly, how do you make sure influencer marketing stays profitable when a video goes viral? Jake from Cal AI breaks down the numbers behind their influencer marketing strategy, from negotiating cross-platform deals and setting base rates to structuring view-based bonuses and knowing when to stop paying for additional views. We also dive into why you shouldn't blindly copy a $X CPM benchmark. Instead, Jake explains how to use RPM (revenue per thousand views) to determine what you can actually afford to pay. And when a video takes off? That’s where things get really interesting. Jake explains why Cal AI caps view bonuses around the 1M-view mark, why viral views become less valuable as content reaches a broader audience, and how the team tracks downloads and revenue when millions of influencer videos are circulating across social platforms. You’ll discover: ✅ How Cal AI negotiates influencer rates and cross-platform posting ✅ How to structure a base rate & performance bonus ✅ The difference between paid ads, influencer marketing, and UGC ✅ Why you should focus on RPM instead of chasing a “good” CPM ✅ How to calculate whether your influencer campaigns can actually be profitable ✅ How Cal AI tracks downloads and performance from viral influencer content ✅ How to use early campaign data to build a repeatable influencer playbook The big lesson: Don't ask, “What CPM should I pay influencers?” Ask, “What can my business afford to pay based on the revenue those views generate?” 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/ ********************************************* Built an app nobody's finding? Distribution beats product — and UGC video ads are how apps get it. MaxFusion makes AI UGC video ads in minutes: pick an actor, write the script, and test ten hooks for the cost of one creator video. Start testing at: https://maxfusion.ai/?via=appmasters ********************************************* Get training, coaching, and community: https://appmastersacademy.com/ 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 ***************