What Happens When You Treat 400,000 Creators Like a Performance Marketing Network?
For years, brands treated influencer marketing as a nice-to-have. A free product, a friendly post, maybe a small fee, and that was the whole campaign. Nobody tracked it the way they'd track a search ad or a paid social campaign. That casual approach is fading fast. Influencer Advantage, a creator-led performance marketing company, recently laid out what happens when a brand stops treating creators like a favor and starts treating them like a real acquisition channel. It isn't the only company making that case, but its numbers make the shift easy to see. Its own creator marketplace includes more than 400,000 creators, which raises an obvious question: what actually changes once influencer marketing runs at that scale, with that much discipline behind it?
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