Category
Brand Deal Pricing
What to Charge for a Sponsored Post: A Practical Pricing Framework
There's no official rate card for influencer marketing. Here's a transparent, formula-based way to build a starting number — audience size, content format, and engagement, combined into one estimate.
CPM Explained: What Brands Actually Pay for Impressions
CPM — cost per mille — is one of the oldest metrics in advertising, borrowed from print and broadcast long before the internet. Here's what it means, how to calculate it both directions, and when it's the wrong metric to optimize for.
ROI vs ROAS: The Two Numbers Every Brand Should Track
Return on investment and return on ad spend describe the same campaign performance in two different formats — one as a percentage, one as a multiple. Here's how they relate, and when each one is the more useful number to quote.
Micro vs Macro Influencers: Engagement, Rates, and Reach Compared
Bigger isn't simply better in influencer marketing — micro and macro creators trade off differently on engagement, price per follower, and total reach. A practical comparison for brands choosing where to spend.
What CPM Doesn't Tell You: Reading Past a Single Rate Number
A lower CPM looks like a better deal on a spreadsheet — but CPM only prices exposure, not attention or outcomes. A worked comparison of two campaigns with the same budget and very different results.
Building a Sponsored-Post Rate From Scratch: An Audience-to-Price Walkthrough
Instead of asking around for 'the going rate,' build your own number step by step from three real inputs — audience size, format, and engagement. A full worked walkthrough for one creator across formats and platforms.
Evaluating a Creator Campaign's ROI: A Brand-Side Walkthrough
A brand running several creators at once needs more than one ROI number — individual results, a blended portfolio view, and a break-even check before the budget is even approved. A full worked walkthrough.
Sponsored Content Disclosure: What "Done Properly" Actually Looks Like
Pricing a sponsored post is only half the job — disclosing it clearly is the other half, and it's the creator's responsibility, not just the brand's. What that actually looks like in practice, without the legal jargon.