"A creator with 25,000 followers posted a 'how I style these' video. On the organic side, the campaign delivered minimal reach and no traceable revenue. Most brands would have moved on. Instead, the brand turned that video into a paid partnership ad. Same content. Same creator. Her handle, her audience signals, her social proof. The brand controlled targeting and budget. That single piece of content delivered an 8x return on ad spend."
"The data exists. Companies just aren't built to act on it. The brand team picks the creators. The performance team buys the media. They work in separate systems and measure different things. The one question that matters, which creator actually drives revenue, has no clear owner."
Brands are increasingly investing in creator marketing but struggle to link spending to revenue. The separation between brand teams selecting creators and performance teams managing media purchases creates a disconnect. Steven Lammertink's platform, The Cirqle, addresses this by integrating creator content with revenue data from platforms like Meta and TikTok. This allows brands to evaluate both organic and paid results together, leading to more informed decisions. A recent case showed how a creator's content, initially underperforming, generated significant revenue when turned into a paid ad.
Read at Forbes
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