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Influencer for brands or as brands?

Influence has grown up. Your budget lines have not.

Marcus Reid

15 January 20266 min read

For most marketing teams, creators sit in a small box at the bottom of the plan, next to "experiential". Yet across our last twelve campaigns, creator content out-performed paid social on every metric that matters, including the ones the CFO cares about.

The numbers are not subtle. Creator-led posts are shared more, saved more and remembered more, and they cost a fraction of a production shoot.

Stop briefing creators like ad agencies

The best-performing content in our portfolio came from briefs under a hundred words. Give creators the truth about the product and the one thing you need said, then get out of the way.

40m+

Views

Building a creator-first plan

A creator-first plan changes how you budget, how you brief and how you measure.

Move creator budget above the line, literally
Cast for audience fit, not follower count
Amplify the posts that already work instead of guessing up front

The brands that win on social are the ones that treat it as a creative discipline, not a distribution channel.

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Stop briefing creators like ad agencies

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