There’s no denying that social media is more important than ever to millennials and younger generations. It’s how we talk to our friends, share information, and even get our news and style inspiration. But is there anything worse than big corporate brands trying to target young people with their social media ads — and just failing miserably?

You likely can call to mind at least three examples of what I’m talking about. A time when a company tried to make a provocative statement, and totally misread the room. When a #Sponsored post looked SO out of place on your favorite celebrity’s feed. Or when a brand condescendingly reduced teens to just selfies and Snapchatting. It’s like trying to explain “woke” to your grandma: it rarely goes well, and at best it’s kind of embarrassing.

Well, Jace Norman is stepping in to help us all, Henry Danger style! The 17-year-old Nickelodeon actor has an impressive social media following, and he knows just how important it is to remain authentic and genuine as an “influencer.” Plus, he knows that the industry can do way better. So he created Creator Edge Media to help major companies get their point across in an accurate and meaningful way.

“I think that adults want to do it in the only way they know how—and that’s TV. They want to transfer TV to the Internet, following the same model, and I don’t think that’s going to work as well as they think,” Jace told Forbes about where these kinds of misconceptions come from. “With influencers, and influencer marketing, it’s all about integrating. Older generations misunderstand how smart some of these people actually are, and you can’t just throw ads in front of people’s faces. As soon as someone thinks they’re being sold to, they’re gone.”

“I recently teamed up with my good friend Michael Gruen to launch Creator Edge Media—specifically because we were tired of seeing influencers not know how to effectively partner with brands, and brands not know how to work effectively with influencers,” Jace added. “We took it upon ourselves to solve that problem and connect brands with well-known social media influencers. We wanted to bridge that gap where people would actually care about the product being talked about in the post, and help influencers learn how to integrate it into their brand without being overly promotional.”

What a cool idea – that’s totally poised to take the social media world in new directions.

To see more from Jace, check out his behind-the-scenes YouTube video below!

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