Insights
Honest thoughts on what makes brand collaborations work — from someone who's done 190+ of them.
Most brands measure the wrong things. Here is a practical framework for calculating the real return on your creator partnerships.
A great brief is the difference between content that goes viral and content that falls flat. Here is the exact framework I wish every brand would follow.
Each platform has different strengths. Here is an honest breakdown of where your budget will work hardest, based on real performance data.
The campaigns that perform best aren't the ones with the tightest briefs. Here's what 8+ years of brand partnerships taught me about letting creators do what they do best.
A single sponsored post might get you visibility. But the brands that see real ROI are the ones that commit to ongoing relationships. Here's why — with real numbers from my campaigns.
Budget matters, but it's not the only thing. After 25+ brand partnerships, here's what makes a creator say 'yes' — and what makes them never want to work with you again.
Most brand-creator collaborations underperform not because of bad content, but because of bad process. Here are the 5 most common mistakes I see — and how to fix them.