An e-commerce brand paying on performance · B2C · discussed example
Pay creators only a share of ad spend or sales, nothing up front
One creator made 35 videos before earning; hurts loyalty
Mixedugc-creatorscreator-ops
What they did
Brand asks creators for e.g. 10 ad creatives with nothing up front, paying a percentage of ad spend or of tracked sales if an ad is run and wins.
What happened
All risk is on the creator: one made 35 videos before earning a dollar. Good for brands that can find creators to accept it, but hurts creator loyalty; most creators want upfront pay.
In their words
The Superwall Podcast · Drew Levin - I Studied 1,000,000 UGC Ads, This Is What Will Grow Your App“so if you are a brand and can find creators to do this definitely do it and if you're a creator i would never do this”
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