The Journal · Issue 14
No agency-speak, no recycled LinkedIn takes. Just what we actually learn running 60+ campaigns a year - published the same week we figure it out.
Before contacting influencers, define the deliverables, timeline and usage rights. A clear campaign scope makes creator outreach faster and more effective.
YouTube comments can shape how viewers perceive a sponsored product and its creator. Learn why brands should monitor the conversation below sponsored videos.
YouTube comments can shape how viewers perceive a sponsored product and its creator. Learn why brands should monitor the conversation below sponsored videos.
YouTube sponsorships can generate views and clicks long after launch. See why brands should look beyond the first 30 days when measuring campaigns.
YouTube sponsorships can generate views and clicks long after launch. See why brands should look beyond the first 30 days when measuring campaigns.
Two YouTube creators can look similar on paper but deliver very different value. Learn what brands should compare beyond subscribers and average views.
Two YouTube creators can look similar on paper but deliver very different value. Learn what brands should compare beyond subscribers and average views.
Learn how to choose the right influencer for your brand beyond follower count. Discover why audience fit, credibility, content, platform and product matter.
Learn how to choose the right influencer for your brand beyond follower count. Discover why audience fit, credibility, content, platform and product matter.
Vanity metrics are easy. Attribution is hard. Here's the four-layer measurement framework we use with every brand we onboard — and the trade-offs nobody on a sales call will tell you about.
Vanity metrics are easy. Attribution is hard. Here's the four-layer measurement framework we use with every brand we onboard — and the trade-offs nobody on a sales call will tell you about.
Twitch is consolidating around a smaller cohort of top-tier streamers. YouTube is quietly winning long-form gaming. TikTok is now the discovery layer for almost every release. A field report from the last 18 months of campaigns.
Twitch is consolidating around a smaller cohort of top-tier streamers. YouTube is quietly winning long-form gaming. TikTok is now the discovery layer for almost every release. A field report from the last 18 months of campaigns.
Contracts, whitelisting, moderation policies, escalation paths, post-campaign audits. The unglamorous operational work that protects the campaign — and the lawyer-tested templates we use to do it.
Contracts, whitelisting, moderation policies, escalation paths, post-campaign audits. The unglamorous operational work that protects the campaign — and the lawyer-tested templates we use to do it.
Follower count is the worst predictor of campaign performance we've ever measured. Here's the actual 11-point checklist our partnerships team runs on every creator before they get added to a shortlist.
Follower count is the worst predictor of campaign performance we've ever measured. Here's the actual 11-point checklist our partnerships team runs on every creator before they get added to a shortlist.
We ran the same creative brief across both platforms on six campaigns. The results were not what the case studies on either platform's sales deck would suggest. Here's the honest read.
We ran the same creative brief across both platforms on six campaigns. The results were not what the case studies on either platform's sales deck would suggest. Here's the honest read.
The fastest way to ruin a campaign is to write a 14-page brief. The second fastest is to write a one-liner. Here's the briefing structure we've converged on after 240+ campaigns.
The fastest way to ruin a campaign is to write a 14-page brief. The second fastest is to write a one-liner. Here's the briefing structure we've converged on after 240+ campaigns.