Here's something most merchants don't realize: you can run paid ads through an influencer's handle instead of your own. It's called whitelisting, and it converts about 15% better. Brad Hoos, CEO of Outloud Group and owner of Shopify store MuskOx Flannels, has been doing influencer marketing since YouTube was mostly cat videos. In this episode, he breaks down how whitelisting works step by step, why he thinks of creators as "decentralized media companies," and what most brands overthink when they're just getting started.
IN THIS EPISODE
- Why creators are "decentralized media companies" — and what that means for your brand
- The #1 mistake merchants make with influencer marketing (hint: stop scripting them)
- What whitelisting is and why it converts 15% better than brand-handle ads
- How to set up whitelisting in Meta Business Suite, step by step
- The difference between conversion campaigns and awareness campaigns
- Why Brad runs his own Shopify store to test strategies before recommending them
- Collaboration posts: the new tactic that's working in 2026
GUEST LINKS
- Outloud Group: outloudgroup.com
- MuskOx Flannels: gomuskox.com
SPONSORS
- Swym — Wishlists, Back in Stock alerts, & more getswym.com/kurt
- Cleverific — Smart order editing for Shopify cleverific.com
- Zipify — Build high-converting sales funnels zipify.com/KURT
- Promo Party — Kurt's new app for free gift with purchase promotions promoparty.app
WORK WITH KURT
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CONNECT
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The Unofficial Shopify Podcast is hosted by Kurt Elster and explores the stories behind successful Shopify stores. Get actionable insights, practical strategies, and proven tactics from entrepreneurs who've built thriving ecommerce businesses.
