Follower count is a weak predictor of actual performance
Engagement rate, audience overlap with your actual customer base, and content quality consistently predict campaign performance better than raw follower numbers. A smaller, more relevant creator often outperforms a bigger one with a mismatched audience.
UGC works because it does not look like an ad
User-generated and creator content performs well specifically because it reads as authentic rather than polished brand messaging. Over-scripting creator briefs tends to strip out exactly what made the content effective in the first place.
Platform-native format matters more than production value
TikTok and short-form video audiences respond to content that fits the platform’s native style, and a highly produced, clearly branded video often underperforms a rougher, more native-feeling piece from the same creator.
