How performance metrics are rewriting creator rate cards
Digiday ·
Advertisers now demand creator metrics like cost per lead and conversions, not follower counts.
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.
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