Everyone's an Entrepreneur Now. So Why Is It So Hard to Find People for Your Ad?
Starting a business takes an afternoon. Finding three people to be in the ad takes forever, and AI faces aren't fooling anyone. Your neighborhood is the cast you're missing.
Everyone has a business now
Look at anyone's bio. Founder. CEO. Owner. Lash tech, candle brand, sneaker resale, meal prep, clothing line, coaching. Starting something has never been easier. You can set up a store on your phone in an afternoon.
Then you try to make the ad.
The part nobody warns you about
Every business needs content now. Not one ad a year. Something new every week, sometimes every day. And almost all of it needs the same thing: people.
Someone to hold the product. Someone to try it on. Someone to react like it's the best thing they've ever tasted. Someone walking into the shop so it doesn't look empty. A hand, a face, a voice.
None of that takes skill. You don't need an actor. You need a person who'll show up for 20 minutes and do what the script says.
And somehow that's the hardest part.
- Your friends are tapped out. They've been in your last 15 videos. They're busy. Your audience knows their faces.
- UGC creators cost real money. Most professional UGC creators charge $500 to $1,200 per video, according to JoinBrands. That's a lot when you're selling $20 candles.
- Casting sites are built for productions. Call sheets, headshots, days of back and forth. You need someone at 3pm today.
- Asking strangers on the street is awkward. And they usually say no.
So people are turning to AI
The shortcut everyone's trying is to skip people completely. AI faces, AI voices, AI "customers" holding products they've never touched.
You've seen them. The skin is too smooth. The hands are a little wrong. Everyone smiles the same way. The voice sounds like it's reading a script, because it is. People scroll past because they can tell, and when they can tell, they stop trusting the product too.
Your business is real. Your product is real. Your ad should have real people in it.
The alternative: your neighborhood
There are people within a few blocks of you right now who'd happily be in your ad for $15 and a story. A college kid between classes. Someone who just got off a shift. A neighbor who's always wanted to be in a video. They just don't know you need them.
That's what Secret World is for.
On Secret World you post a task, and it shows up as a coin on the map for people close enough to get there. Write what you need, when, where and what you'll pay:
- "Need 2 people to try my hot sauce on camera and react honestly. 20 minutes, my stoop, $15 each."
- "Need someone to model 3 hoodies for my clothing brand. Outdoor shoot, 30 minutes, $25."
- "Opening my shop at noon. Need 6 people to walk in and browse while I film. $10 each."
- "Need one person to film me packing orders. Phone is fine. $15."
People nearby take it. You chat in the app, agree, meet, shoot. You pay them directly by cash, Venmo, Zelle, whatever you agree. Secret World takes nothing. Posting is free.
Why this beats AI and beats the agencies
It's real. Real faces, real reactions, real hands holding your real product. That's what people trust.
It's cheap. A whole shoot with three people can cost less than one UGC video.
It's fast. The people on the map are close. Post in the morning, shoot in the afternoon.
It's different every time. New faces in every ad, so your content doesn't feel like the same five friends forever.
You build a crew. Every task someone finishes goes on their Creator Card. When someone's great, message them next time. Over a few months you've got a cast of regulars who live down the street.
It helps your block. The $15 goes to someone in your neighborhood instead of a software subscription.
Tips for your first neighborhood shoot
1. Write the whole script in the task. The clearer you are, the better the people who say yes.
2. Say they'll be on camera and where it'll be posted. Get a clear OK before you hit record.
3. Keep it under 30 minutes. Respect people's time and they'll come back.
4. Shoot in daylight. Good light makes a phone look like a real camera.
5. Tag them. Half the reason people say yes is to be seen.
Not in New York? Doesn't matter.
Secret World started in New York City, but it works anywhere there are neighbors. A clothing brand in London, a food stall in Manila, a salon in Lagos. Same idea: the cast for your ad already lives around you.
FAQ
How do I find people to be in my ad without a casting agency?
Post a task on Secret World with the role, time, place and pay. People nearby see it on the map and can take it, usually the same day.
How much does a UGC video cost?
Most professional UGC creators charge $500 to $1,200 per video, according to JoinBrands. Hiring neighbors on Secret World for a short shoot usually costs $10 to $25 per person.
Do I need actors for a small business ad?
No. Most small business ads need regular people holding, trying or reacting to a product. That takes no special skills.
Is it better to use AI people in ads?
Many viewers can tell when people in an ad are AI-generated, and that can make the product feel less trustworthy. Real people from your neighborhood keep it real for less.
Does Secret World take a cut?
No. Posting a task is free and you pay people directly. Secret World takes no commission.