What I actually track in a creator program (and why most brands track the wrong things):
Most brands watch: follower count, likes, reach
I track: engagement rate per post, comment sentiment, repeat post rate, content-to-sales attribution per creator, and which creators repost...
A creator with 8K followers drove more sales than one with 62K in the same campaign.
The 62K account had reach. The 8K account had a community that actually trusted her opinion.
This is why follower count is the last metric I look at. When I audit a creator for a brand, I'm...
Most creator briefs fail before the creator even reads them.
After writing briefs for 50+ creators over 4.5 years, the pattern was consistent: briefs that were too long got ignored. Briefs that were too vague got interpreted wrong. Briefs that led with the product instead of the...
