Compare creators, not just campaigns

Results are concentrated. The best fifth of creator ads delivers 45% of all the brand memory creators generate. In our own data, 87% of sales came from just 23% of creators.

45%of creator brand memory comes from the best 20% of ads

4.3xthe brand memory gap between the dullest and the most moving creator work

87% / 23%87% of sales came from just 23% of creators, in Humanz data

Three ways to compare

Creator against creator.
Rank every creator on resonance and cost efficiency. Rebook the top, cut the tail, and the whole programme gets more efficient. Shrinking the gap between best and worst is the job.
Month on month.
Is cost per result falling as the mix improves? That’s the ROAS trend we report.
Against other channels, carefully.
Creator cost per view will lose to a cheap programmatic buy every time. Compare efficiency against other creator activity only. Show cross-channel value in full-funnel numbers like CPA and ROAS.