Platform data ranks creators by reach and engagement. We rank them by what the audience actually felt and remembered. Those are very different lists.
341 studies · 211+ brands · 24-hour results
Creator A — highest views, best engagement, strongest reach — often has high attention but low memory. The audience watched, but didn't remember your brand. Most brands put their paid budget behind exactly this creator.
High views ≠ high brand recallCreator C — lower views, less reach — drove the highest emotional response and brand recall of the entire campaign. But platform data buried them at the bottom of the list.
Real impact hidden by vanity metricsCreator F had a high completion rate. But when we measured what the audience remembered, they attributed the content to your competitor. That creator cost you money and built someone else's brand.
Misattribution hides in creator content tooYou have 10 creators on your campaign. Platform data picks the wrong one to amplify about 40% of the time. We built a quadrant that picks the right one.
Plots every creator by their ability to capture attention (stopping) and create lasting brand memory (staying). Top right: upweight and put paid behind. Bottom left: cut.
Harvard-developed methodology measures subconscious brand-trait linkage. Not what people say they remember — what they actually encoded. Catches misattribution surveys miss.
See exactly which moment in each creator's content drove emotional response and which killed it. Brief creators better next time without stifling their creativity.
See where viewers actually look in a simulated TikTok, Instagram, YouTube, or CTV environment. Did they notice your brand? Your product? Your CTA?
Rank all your creators by brand impact overnight. Fast enough to reallocate paid budget mid-campaign — not three weeks after it ended.
"Creator A had done really well for attention in feed, they hadn't done as good a job for staying power. That was the one they wanted to put paid spend behind. Because if they had, it would have been a misattribution."
"This tells you which creators are really pushing things when it comes to actual brand goals."
"They were able to optimize creative prior to launch — a really cool study."
Your first study ranks every creator by actual brand impact. Reallocate paid budget to the ones that drive memory, not just views.
Every campaign teaches you which creator archetypes, content styles, and moments drive brand recall in your category.
Show creators exactly which moments drove emotion and which killed it. Better briefs, better content, better results — without stifling creativity.
Your competitors put paid behind views. You put paid behind brand impact. Every dollar in amplification goes to work for your brand.
Join 211+ brands that stopped ranking creators by views and started ranking them by what the audience actually felt and remembered.
Yes, show me how →15 minutes. We'll show you a real Stopping & Staying Power quadrant.