The Ledger
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Stanford study found restrictive brand instructions worsen creator content performance
“Stanford University did a big study that we provided some data for where they looked at hundreds of thousands of influencer contracts, and then they looked at the content that was produced from those contracts, and they found that the more specific the brand w…”
Davis: AI Content Will Not Perform as Well as Authentic Human Content
“I think AI content is not going to perform as well as sort of real authentic human content.”
Davis: Nano-influencers with 2k to 5k followers deliver highest brand ROI
“Down in the follower count and what we call like the nano and the micro and these people with like two, three, four or 5000 followers and above you know, that's where you're seeing the highest performing content, the best return on, on investment for brands.”
Davis: Sourcing niche B2B creators is hard because experts resist paid sponsorships
“It wasn't hard to necessarily find the experts, but it was hard to find the experts who wanted to opt in to getting paid to talk about, you know, X, Y, Z. And so that's where it gets really difficult.”
Davis: Creator engagement pods end up looking like fake engagement to agencies
“Another thing that people do that they think is helping, but ultimately is sort of engagement farming is they form these sort of collectives. So like, you know, me and you would be in a group with 48 other like business podcasters. And every time you publish t…”
Davis: Forcing creators into hard direct-response CTAs kills their credibility
“We think creators are incredible, like education, awareness, persuasion play, and that kind of more, that softer upper funnel stuff is so important and creators can do that incredibly well. And then the folks who saw your video should be getting like a crazy d…”
Davis: 10–15% of brand clients only buy video assets without posting
“A good 10, 15% of the clients who work with us, they don't even want the follower, they don't even want the creator to post, they want the video.”
Davis: The majority of YouTube views now occur on smart TVs
“Like now the majority of YouTube views are happening on smart TVs, right?”
Davis: Creators will increasingly become corporate partners and chief marketing officers
“And you know, I think we're going to see, The rise of creators as partners in companies you know, as CMOs and entering sort of a really interesting age of marketing that's going to be divided between this incredible AI moment and this other sort of competing m…”
Davis: People First automatically removes creators posting offensive memes
“We're automatically getting rid of any accounts that would have, you know, any racist or sexist or homophobic memes, all that stuff just gets kind of automatically pulled out of the database. Cause we're ingesting like all publicly available information across…”
Davis: Network analysis tools now make fake creator engagement easily detectable
“Like if you buy fake followers, you're buying fake engagement. If you're, if that stuff, you can't get away with it anymore. Like 10 years ago, you could get away with like fake numbers, but now With all the network analysis tools that we have, we can tell if …”
Davis: People First uses an algorithm to determine creator offer pricing
“We would give you an offer based on Your audience and engagement rate and the video content that we are asking you to produce. And then you would be free to counter on, on that. But you know, most, most create, we try to get, you know, within, we have like an …”