This UGC Strategy Saves You 100+ Hours a Month | Liz Saunders

Lunch With Norm - The eCommerce & Amazon FBA Podcast

Norman Farrar

Marketing, Entrepreneurship, Business, Business:entrepreneurship

5 • 1.4K Ratings

🗓️ 21 July 2025

⏱️ 52 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

On this episode of Lunch With Norm, Norm sits down with Liz Saunders, the founder of Fluencer Fruit, to uncover what brands get wrong about influencer marketing and what actually drives results in 2025. Liz breaks down how she helps eCommerce brands build real relationships with creators, why short-term UGC deals fall flat, and how to scale influencer partnerships with data, not guesswork. You’ll also hear how Fluencer Fruit uses first-party performance data to match brands with the right TikTok and Amazon creators. If you’re a brand owner tired of chasing virality and ready to build influencer systems that convert, this one’s for you. You’ll learn: - How to build long-term influencer partnerships - Why most brands fail at creator outreach - How Fluencer Fruit uses data to match brands and creators - The difference between paid UGC and real influence - How to set up systems for scalable, trackable influencer growth Timestamps 00:00 – Why Content Still Drives Sales 03:05 – Smart Branding Tips for Amazon Sellers 07:01 – How to Find the Right Creator 10:20 – Boosting Brand Awareness with UGC 13:05 – Why Mid-Size Creators Perform Best 15:54 – Getting Influencers to Engage 19:20 – What Makes a Quality Influencer 22:10 – How Commission Stacking Works 25:48 – Sponsored by Sellerboard 29:06 – Using Creator Connection for Growth 32:03 – What Motivates Creators to Launch 35:58 – Dealing With Cease & Desist Orders 39:32 – Do Influencer Videos Still Work? 43:38 – Increasing Customer Touchpoints 47:36 – How Long Does Success Take? 51:22 – Final Thoughts with Liz Saunders ______________________________________ This episode is brought to you by Flat World Network: Hey Amazon sellers, Norm here! I’ve just launched my new agency, Flat World Network. If your listings aren’t converting or your sales have hit a ceiling, you’re not alone. We help sellers unlock 30% more Amazon sales in just 90 days, using real strategies that work across listings, ads, and backend setup. 💥 Get your FREE Amazon Audit - https://flatworldnetwork.com/ ______________________________________ Sponsors: Sellerboard - https://sellerboard.com/?p=02091 ConnectCash - https://connectcash.io/ Sophie Society - Free PPC audit → https://calendly.com/sophiesociety/noa Levanta - Affiliate Shift Calculator → https://hubs.ly/Q03jnb3B0 Flat World Network - https://flatworldnetwork.com/ HONU Worldwide - https://honuworldwide.com/ Marketing Misfits - https://marketingmisfits.co/ Start. Scale. Exit. Repeat - https://www.amazon.com/Start-Scale-Exit-Repeat-Entrepreneurs/dp/B0CYWGZ6YL Join the Beard Nation at https://www.facebook.com/groups/lunchwithnorm #InfluencerMarketing #LunchWithNorm #LizSaunders

Transcript

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0:00.0	Everybody wants to scale fast, but most don't realize it's not their ad budget holding them back.
0:05.8	It's their content. The problem isn't reach. It's resonance.
0:09.3	In this episode, Liz Saunders shares how the smartest brands are moving past flashy creative
0:14.8	and focusing on what actually sells. Content. The content that's built around the product. She breaks down the one
0:22.8	testing strategy that completely flipped a failing campaign into a seven-figure winner.
0:32.6	Our guest is the president of the creator division of Wayward.
0:40.8	She leads a trusted creator brand community platform, bridging the gap between authentic content and meaningful brand partnerships.
0:50.3	Previously, as the founder of Fluencer Fruit, she built a thriving ecosystem for creators
0:56.8	and a successful UGC agency serving numerous active brand relationships.
1:02.8	This is a returning guest, one of my favorites, please, well, not quite please welcome,
1:07.6	but Liz Saunders.
1:09.5	I'd like to thank the sponsors for the podcast.
1:13.2	We just started doing this, but seller board,
1:16.1	Sophie Society, Titan and Connect Cash.
1:20.2	Now I guess you just sit back to relax, enjoy the show and let's bring on Liz.
1:24.0	Hi.
1:25.1	Hello, you look like you're tanned. Are you in Miami? I am in Miami and just got back
1:31.0	from a cruise. I'm like rested tan. Just call me Carmack. I, you know what? Most people wouldn't even
1:39.8	know who Carmack is. I guarantee you 90% have no clue who Carmack is. No idea. Okay, you had a few
1:50.9	changes since you've been on the podcast last. Yeah. You want to get into that? Let's do it.
1:56.9	Last time I talked to you, well, last time on the podcast I talked to you, it was fruit, Fluence. Fluence or fruit? You got it. Yeah. I'm dyslexic. I can get away with that. But you, you're now with a wayward. Yep. What happened there? Yeah. Well, it was really a combination of like all the right things at the right time sort of deal, you know, when those doors just kind of open.
2:20.7	So I met the Wayward head of growth through a LinkedIn conversation.
	...

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