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.