Creator decisions
Should you rebook this creator, test again or pause?
Every creator campaign ends with the same question: who gets booked again? Here's a rule you can apply to every creator in a minute, and that respects how sure you actually are.
The short answer
Set a cost limit per paying customer. Then, for each creator: rebook when even the high end of their cost range is under the limit; pause when even the low end is over it; test again when the range straddles the limit or the posts showed no clear effect yet. Change one thing per test, so the next result tells you something.
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Rebook
The whole cost range is under your limit. Book them again, and consider more posts or a higher rate, because the risk of overpaying is low. Keep measuring: audiences tire, and a creator who paid off in spring may not in autumn.
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Test again
The range straddles your limit, or the posts showed no clear effect yet. That isn't failure, it's not enough evidence. Run a cheaper or more focused test, such as one more post, a different hook or a different day, and decide on the combined result.
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Pause
The whole cost range is over your limit, or several posts in a row showed no clear effect. Stop paying for now. A pause isn't a judgement on the creator, only on this audience, this product and this price.
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Common traps
Rebooking on views alone, pausing after a single post, judging a creator by codes only, and running two creators on the same day then crediting the one you like. Compare each creator's posts with your normal level, with their range, before you decide.
Worked example
Five creators, one limit
Illustrative numbers. Every creator is judged against a cost limit of USD50 per paying customer.
| Creator | Fee | Paying customers, likely range | Cost per paying customer | Call |
|---|---|---|---|---|
| Creator G | USD1,000 | 40 to 60 | USD17 to USD25 | Rebook |
| Creator H | USD1,000 | 15 to 45 | USD22 to USD67 | Test again |
| Creator I | USD1,000 | 0 to 8 | No clear effect | Test again |
| Creator J | USD2,000 | 10 to 20 | USD100 to USD200 | Pause |
| Creator K | USD500 | 12 to 25 | USD20 to USD42 | Rebook |
Calls against a cost limit of USD50 per paying customer: rebook when the whole cost range is under it, pause when the whole range is over it, test again when it straddles the limit.
Creator I's range includes zero: no clear effect yet, so the call is a cheaper test rather than a rebook or a pause.
Questions
Questions, answered.
How long should I wait before deciding?
Long enough for the slowest part of your funnel. A free trial adds its whole length before anyone pays. Most of a short-video post's views arrive in the first days, but buyers can follow weeks later, so decide on paying customers once trials have ended.
What counts as no clear effect?
The paying customers after the posts aren't clearly above your normal level: the range includes zero. It may mean the post did nothing, or that your volume is too low to see it. Either way, don't pay more on the strength of it.
Should I tell creators why they were paused?
Yes, briefly and kindly. Share what you measured and its range. Some creators will offer a different angle or a lower rate for a second test.
Can this be done for me?
WhichPost gives every creator one of these three calls in each report, against the cost limit you set, with the range that led to it.
Keep reading
Related guides
See what your own creators brought
Connect your revenue read-only and add the posts you paid for, or look through a sample report first. Every result comes with its range.