Pixelfrog.
A shortlist of nine creators built from audience overlap rather than follower counts, and what it found that a media list would not.
Nine creators nobody on the shortlist had heard of, chosen from their audiences instead of their reach.
Pixelfrog had a media list of forty accounts, ranked by followers, and a conversion rate that did not justify any of them. We threw the list away and started from the audience: who already follows people talking about the problem this product solves, and which accounts do those people share.
The nine that came out of that had a combined following smaller than the top two on the original list. Every one of them had watch-through and comment sentiment in the top decile of the category, which is the pair of numbers that actually predicts whether a partnership converts.
A smaller audience, four times the conversion rate, and a roster they still use.
The nine creators produced a lower reach figure and four times the conversions of the previous quarter’s campaign. Pixelfrog has kept seven of them on a standing arrangement; the two who left did so because their own audiences moved on, which is exactly the signal the original follower-count list could not have shown.
