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
Creator Economy
Leah BandaHead of Content1 min read
UGC is not cheap advertising
Licensed creator content has a place. It is not where most brands put it.
The appeal is obvious: creator-made assets cost less than a studio shoot and perform better in feed. Both of those things are often true.
Where it goes wrong
Usage terms. A creator who priced for organic posting and then finds their face in a six-month paid campaign across three markets has been underpaid, and they will know it by the second month.
Getting it right
- Price usage separately from production, always.
- Define the channels, the territories and the duration up front.
- Agree renewal terms before the first term expires, not after.
Done properly this is one of the most efficient formats available. Done carelessly it is the fastest way to lose a creator you wanted a long-term relationship with.
Tagged
- ugc
- licensing
- paid media
Leah Banda
Head of Content
Edits the Celebrityze journal and runs growth strategy for the roster.
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