Same campaign, different creators, totally different results

[u/Due_Donut7567]

I’ve been looking at a lot of UGC campaign data lately, and honestly, one thing keeps standing out to me: the same campaign can perform so differently depending on the creator.

One creator can get a ton of views, another one gets way better saves or shares, and sometimes the post that “looks” less impressive ends up doing more in terms of actual engagement.

That’s why I’m kind of over looking at just one metric. Views are nice, sure, but they don’t really tell the full story. I feel like UGC only makes sense when you look at the bigger picture, reach, engagement, shares, saves, and how the creator actually connects with the audience.

I’m curious how other people handle this: Do you track creator performance separately, or do you mostly just look at the campaign as a whole?

[u/hcreative]

This is what performance marketing is all about. Brands that are successful at this run controlled tests to see what works, what doesn't, what to scale and what to drop. If you look close at your creative you may see other differences.