Research for Smarter Creator Marketing
Influencer Marketing Intelligence, Without the Hype.
Original research, hard-earned insights, and practical guidance for building creator programs that drive real business outcomes.
Featured Research -- October 2026
Cheap Reach, Expensive Conversions
A low CPM can look great in a report and still be terrible for business. We analyzed 2,656 YouTube sponsorships and found that reach efficiency explained less than 4% of the difference in conversion efficiency. In other words: cheap views do not reliably create cheap customers.
Featured Research -- October 2026
The Cheap-CPM Assumption Fails At Scale
The default logic of creator buying says smaller channels deliver cheaper reach: lower rate cards, hungrier creators, better effective CPMs. Our data says the opposite.
Featured Research -- OCTOBER 2026
Engagement Settles in 90 Days. Views take Years.
A 90-day report can look complete and still miss a huge part of the value. We analyzed 2,689 YouTube sponsorships and found that while 89.3% of engagement settles by day 90, only 70% of lifetime views have arrived. In other words: engagement tells you how the content landed. Views keep telling you what you bought long after the report closes.