Creators
Cast creators for how they talk, not how many follow them
Follower count is the worst predictor of ad performance we track. Here is what actually correlates, from a bench of four hundred.
Lampy StudioCreative Director5 min
Across the published data on creator-led advertising, follower count sits near the bottom of the correlation table for ad performance. It is the metric most often bought and the one least worth paying for.
What correlates with ad performance
- Speaking cadence — creators who talk fast without rushing hold retention
- Willingness to be specific — naming a number beats naming a feeling
- Comfort with silence — the ones who do not fill every second cut better
- Framing instinct — they naturally put the product where the eye lands
- Turnaround discipline — a good clip in three days beats a great one in three weeks
None of those are visible on a profile page. All of them are visible in a two-minute unscripted audition, which is why auditioning beats sourcing from an open marketplace.
Briefs decide more than casting
A great creator with a vague brief produces unusable footage. A decent creator with a strategist-written brief produces something you can cut into four ads. If your creator content is not working, look at the brief before you look at the bench.
$150
Typical marketplace rate per UGC video — the alternative you are compared against
We are not buying an audience. We are buying a delivery style that survives a mute button.
One consequence worth naming: the creators who score highest on those traits are frequently under 10,000 followers. They are also cheaper, more available, and far more willing to reshoot. That is not a coincidence.