Why Do Unknown Creators Beat Influencers in Ads?

Hector Serrano says a creator with almost no following is often a better ad than a famous influencer. A well-known face selling a product now reads as a sellout. The viewer assumes that person has been paid to pitch things for years and does not mean it. Someone the viewer does not recognize, with few followers, sounds more like a normal person talking about a product they use. Running the ad as a partnership from that person's own account makes it feel more genuine. The less they look like an influencer, and the less they look like they are trying to convince anyone, the better it works.

He is describing a way to make money without becoming famous first. The creator does not need a big audience. The ad is the distribution, and the lack of fame is the reason the pitch is believable.