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Any creator asking for media dollars better have the reporting to back up the request. Advertisers aren’t cutting checks just on follower count and virality anymore.
To ink a creator deal, advertisers are asking for cost per lead, cost per conversion, earned media value and other performance metrics. In some cases, some brands are asking for Instagram link clicks and engaged YouTube views up front to determine if a creator is worth the ad spend.
“They want to see if there’s actual traffic being driven. We’re seeing a stronger emphasis on accountability for sales for each creator,” said Kimberly Duman, a managing partner at Glossary Artist creator management firm.
Another sign of creators going programmatic
Creator campaigns are more often being judged against traditional performance marketing math: cost per conversion, cost per lead and return on ad spend.
Consider it yet another signal of the creator economy mirroring programmatic advertising.
As the tech has gotten better, creator platforms and agencies alike have spent the last year rolling out AI-powered dashboards with years of historical perf...