The TikTok for discovery, Instagram for trust framing is the bit that made me sit up: it explains so many of the results founders write off as bad luck. The revenue share idea doubles up rather nicely as a filter on which creators actually back their own audience. How did you settle on the 60/70 split rather than something more even?
The affiliate test is the sharpest move in the whole piece, Moritz: a creator declining commission is essentially telling you their audience doesn't convert, which saves you the cost of finding out the slow way. Do you see the same logic working on YouTube creators, or does the longer-form trust there change the maths?
I always wondered about this. How do you get influencers to promote your product with an entirely commission-based structure? Or is this where a high volume of affiliate partnerships is useful?
👋 spent it with me 🤣
A creator who rejects affiliate deals is telling you exactly what you need to know.
The TikTok for discovery, Instagram for trust framing is the bit that made me sit up: it explains so many of the results founders write off as bad luck. The revenue share idea doubles up rather nicely as a filter on which creators actually back their own audience. How did you settle on the 60/70 split rather than something more even?
Revenue share can sound fair until you realise the creator is carrying nearly all the risk.
The brand gets the exposure, the trust, and the repeated touches with the audience.
Then the creator only gets paid if the final click happens to show up cleanly enough to prove it.
To me, that's visibility someone chose not to value upfront. That’s not a partnership.
The affiliate test is the sharpest move in the whole piece, Moritz: a creator declining commission is essentially telling you their audience doesn't convert, which saves you the cost of finding out the slow way. Do you see the same logic working on YouTube creators, or does the longer-form trust there change the maths?
I always wondered about this. How do you get influencers to promote your product with an entirely commission-based structure? Or is this where a high volume of affiliate partnerships is useful?