Make every creator count

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In this newsletter, you’ll find:

📊 Make every creator count

📊 CAC Improved Almost Universally, And This Time Conversion Rates Are Backing It Up

🏆 Ad of the Day

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Together with Planable

70+ practitioners cracked the AI visibility code. They're teaching it live.

A buyer chose a competitor last quarter because the AI recommended them. Not because of price. Not because of product. Because their brand showed up where the decision was already being made and yours didn't.

BreakingSilos 2026 is built for the leaders who don't want to find out that way. Free. Online. June 9th.

You'll walk away with:

• Which signals AI uses to decide which brands surface and which don't
• A strategy that connects your SEO, social, content, and PR so they build on each other
• The language to get your org moving on this before your competitors do

The people teaching this have already built it. Rand Fishkin (Co-Founder and CEO, SparkToro), Bogdan Babiak (CMO, SE Ranking), and Crystal Carter (Head of AI Search and SEO Communications, Wix) are among the practitioners on stage across 30+ sessions. Zero vendor pitches.

The frameworks here take months to figure out on your own. You can skip that part.

Can't make it live? Register anyway and get the recording in your inbox within 24 hours.

📊 Make every creator count

Pull per-creator revenue sorted high to low right now. Do not look at averages. A program with 200 creators where 5 produce $400,000 and 195 produce $20,000 has a $2,100 average that tells you nothing about where the business actually lives.

The curve shape is the real diagnostic. Steep means a few creators are carrying everything and the program's actual job is identifying and promoting them faster. Flat means either the measurement is broken or the concentration is hiding somewhere the dashboard is not looking.

Either way, the average is lying to you.

Recruitment Is The Cheap Part. Promotion Is The Business.

Most programs pour operational energy into sourcing. Outreach lists, onboarding flows, contract negotiations. The pool grows. The revenue concentration stays identical because adding creators to the broad pool does not change who sits inside the twenty that matter.

A program with 1,000 creators where the top 20 generate 80% of revenue is operationally identical to one running 3,000 where the top 60 do the same. The variable is not pool size. It is whether explicit promotion criteria exist to move the right creators into the inner circle before a competing program does it first.

Most programs do not have explicit criteria. The loudest creators get noticed. The most visible get more spend. The ones actually driving revenue get managed identically to everyone else because nobody built the filter that separates them.

The Four Variables That Separate The Inner Circle From The Pool

Explicit. Measurable. Non-negotiable.

• Per-content revenue attribution over the last 90 days
• Repeat-buyer percentage of attributed customers
• Brand fit score across recent uploads
• Audience overlap with high-LTV customer segments

Four of four moves into the inner circle. One of four goes back to the pool. No exceptions and no ad-hoc overrides because someone on the team likes their content.

Modash is running a free 3-hour session on June 11th with brand-side teams from Moroccanoil, Edelman, and L'Oréal on exactly this: which creators on your roster do not belong there, and the criteria that predict revenue drivers versus impression generators. You can secure your free spot now

The Inner Circle Needs Infrastructure The Broad Pool Does Not

Real-time access to winning ad data. Faster product seeding. Direct brand contact. Automated payouts on attributed sales.

Top creators are not loyal to programs. They are loyal to programs that treat them like the asset they are. The infrastructure decides whether they stay or quietly shift their best content toward a brand that built the system to support them.

The pool is where you recruit. The inner circle is where the revenue lives. Most programs have spent three years building the first and three weeks thinking about the second.

📊 CAC Improved Almost Universally, And This Time Conversion Rates Are Backing It Up

Last week delivered one of the more credible efficiency sweeps in recent months, acquisition costs fell across most platforms while conversion rates and returns moved in the same direction, suggesting genuine demand strength rather than a temporary auction anomaly.

The Breakdown:

CPC - TikTok and Microsoft saw click costs fall while Snapchat and Axon pushed sharply higher, on channels where CPC rose but ROAS held, don't pull back; instead raise creative volume to justify the higher cost per entry point.

CAC - Meta, Google, TikTok, Axon, Microsoft, and Pinterest all improved while YouTube and Snapchat worsened, on the improving platforms, run a controlled budget increase of 15–20% this week and check if CAC holds within the same range before committing further.

ROAS - TikTok led at +11.76% and Meta posted +10.87% while Pinterest slipped to -0.11%, on TikTok and Meta, push winning creatives harder into broader audiences now; the efficiency window is open and waiting won't make it wider.

Meta holds 53.27% of tracked spend with +10.87% ROAS and +12.98% CvR, rare alignment that justifies its share this week. Axon at 1.83% posted +27.72% CvR with improving CAC and is being left on the table. Move budget from YouTube and Pinterest into Axon and Meta, set a CAC ceiling before scaling, and review performance mid-week.

🎥 Ad of the Day

What Works:

Expertise Transfer - “We obsess over the formula” shifts responsibility from the consumer to the brand. Buyers feel they don't need to become skincare experts themselves.

Intelligence Signaling - The ingredient cluster creates perceived sophistication. Most consumers won't evaluate every ingredient, but they recognize formulation complexity as a quality signal.

Precision Framing - The perfectly balanced product visually communicates control and meticulousness. The brand appears careful, deliberate, and scientifically rigorous.

When consumers struggle to evaluate product quality, don't sell results first. Sell the quality of your decision-making process. People often trust expert obsession more than outcome promises.

🥳Events

🔥 BreakingSilos 2026 Is the Only Event Built Entirely Around How Marketers Win in an AI-Driven Buyer Journey

June 9 | Virtual Event | Free

30 sessions. 70+ practitioners. Zero vendor pitches. Rand Fishkin, Co-Founder, SparkToro; Bogdan Babiak, CMO, SE Ranking; and Crystal Carter, Head of AI Search at Wix, are among the speakers showing exactly how AI shapes brand decisions and what marketers need to build to control that.

✅ Reserve Your Free Spot

Can't make it live? Register anyway, you'll get the recordings within 24hours.

🔥 The Workflow That Replaced Manual AI Use at Bitly, Udemy, and Chime. Shown Live for the First Time.

June 11 | Virtual Event | Free

Three marketing teams at three different scales all made the same decision. Stop prompting manually and build a system that runs itself. June 11, Tyler Roehmholdt, Bridget Nelson, and Nicholas King are on stage, showing every layer of what they built and where to start.

✅ Reserve Your Free Spot

Can't make it live? Register anyway, you'll get the recordings within 24hours.

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