The problem
You have 50 creators, six products, and 4,400 videos in the last three months. Each creator sends their own screenshots. The brand dashboard shows one creator at a time. Nobody has seen all of it at once.
The rule
Put everything on one page, sort by money, and look for what the top rows share.
Say it to a creator
“Nine of our top twelve are the gummy, and eight of those are talking head. That is the brief.”
The example
The top 12 of 4,400, sorted by GMV.
| Date | Product | Account | Style | GMV |
|---|---|---|---|---|
| Aug 3 | Gummy | @a | Talking head | $2,140 |
| Aug 11 | Gummy | @c | Talking head | $1,880 |
| Jul 29 | Gummy | @a | Talking head | $1,620 |
| Aug 6 | Powder | @f | Green screen | $1,410 |
| Aug 14 | Gummy | @b | Talking head | $1,300 |
| Jul 22 | Gummy | @c | Day in life | $1,190 |
| Aug 9 | Gummy | @a | Talking head | $1,050 |
| Aug 2 | Powder | @f | Green screen | $980 |
| Jul 31 | Gummy | @d | Talking head | $940 |
| Aug 12 | Gummy | @c | Talking head | $910 |
| Aug 8 | Capsule | @a | Talking head | $860 |
| Jul 26 | Gummy | @b | Talking head | $820 |
Sixty seconds of looking:
What the rows share
- Nine of twelve are the gummy. The powder shows up twice, both @f, both green screen. The capsule is barely there
- Talking head wins on the gummy. Green screen wins on the powder. Not the same format
What is missing
- @a and @c are carrying the roster. Forty-six other accounts are not in the top twelve at all
- Nothing from before July 22. The old winners have stopped
That is four briefs, two creator conversations and one product question, from one table. Every one of those findings is invisible one creator at a time. The green-screen thing only shows because the powder rows sit next to the gummy rows. The @a and @c thing only shows because all 50 accounts are in one column.
What not to do here
Do not make a decision from this table alone. It shows what is happening. The Leak Finder shows why. Look here first, then go find out.
Do this in Verdict
- 1Open the Creative Matrix: every video, flat, sorted by money, across every creator and product on the brand. No verdict pushed at you.
- 2Filter by product, collapse the script families, and export to CSV if the brand wants it in a deck.