Brand execs: audience fit beats celebrity wattage in collabs

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CreatorIQ data: brands rank fit over follower count, but pay says otherwise

CreatorIQ’s new survey of over 5,000 creators finds suitability tops brands’ partnership criteria, with follower count ranked last. Yet follower count remains the strongest predictor of creator pay on Instagram, YouTube and TikTok.

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Brand execs: audience fit beats celebrity wattage in collabs

At eTail Boston, UrbanStems, H&M and Chobani execs detailed how they vet partnerships. UrbanStems’ Laneige tie-up flopped on age-demographic mismatch, while H&M’s Anitta relationship earned it free multi-million-dollar World Cup media coverage.

Aug 19