Platform Strategy•5 min read
Why Sends Per Reach Matters More Than Likes
Likes are easy to notice. Shares tell you whether a piece of content was useful enough to pass along.
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Ideas for the creator economy.
Practical thinking on creators, influencer marketing, content, platforms, and the strategies behind meaningful campaigns.
Creator Strategy•6 min read
The Anatomy of a Creator Cold Pitch
A creator outreach message has a small window to prove that the sender understands the creator and the opportunity.
Read insightInfluencer Marketing•7 min read
Mid-Tier Creators vs. Mega-Influencers
Creator scale changes the economics, audience dynamics, and creative possibilities of an influencer campaign.
Read insightCreator Marketing•5 min read
Why Brands Ignore Your Creator DM
Five common problems can make an otherwise promising creator pitch difficult for a brand to evaluate.
Read insightCreator Economy•6 min read
Follower Count Is a Vanity Metric
Audience size provides context, but it should not become a substitute for understanding the audience itself.
Read insightCampaign Strategy•8 min read
The New Rules of Creator Campaigns
Creator campaigns work better when brands treat creators as creative partners rather than interchangeable media placements.
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