Insights1 min read
Follower count is not a media plan
Reach tells you how many people could have seen something. It tells you nothing about whether anyone was persuaded. Here is what we look at instead.
By Leah Banda · Head of Content
Talent
Leah BandaHead of Content1 min read
How we set creator rates
And why the answer is not a multiple of follower count.
Almost every creator we sign has been underpricing, overpricing inconsistently, or both in the same quarter.
The inputs that matter
- Usage. Where the content will run, for how long, and whether it will be put behind paid spend.
- Exclusivity. What the creator cannot do, and for how long, as a result of saying yes.
- Production load. What is actually being made, and how many days it takes.
- Category fit. Whether this work builds the creator's positioning or dilutes it.
Audience size sits underneath all of these as a floor, not as the formula.
Why consistency matters more than the number
A rate that moves depending on who asks teaches the market to negotiate. A rate that is set deliberately and defended teaches it not to.
Tagged
- talent
- rates
- negotiation
Leah Banda
Head of Content
Edits the Celebrityze journal and runs growth strategy for the roster.
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