The problem
A creator says green screen “does really well for me.” Another swears by day-in-the-life. The brand likes talking head because it looks clean. Everyone has a feeling. Nobody has the split.
The rule
Group the videos by style. Compare the sales rate, not the total.
Total GMV rewards whatever got made most. Sales rate tells you which style is worth making more of.
Say it to a creator
“Day-in-life is under-made and over-performing. We will move a hundred slots to it next month, mostly @c. Unboxing is off the brief.”
The example
One product, 30 days, 310 videos.
Total GMV
Talking head (160 videos)
$94,000
Day in life (55 videos)
$49,000
Green screen (62 videos)
$27,000
Unboxing (33 videos)
$5,200
Average sales per 1K views
Day in life
2.1
Talking head
1.4
Green screen
0.7
Unboxing
0.3
The brief should shift toward day-in-life. Not all of it. Some. And unboxing should stop.
Now split day-in-life by creator:
Day-in-life, sales per 1K by creator
@c (22 videos)
2.8
@b (18 videos)
1.4
@g (15 videos)
0.9
What not to conclude
Do not kill a style off a couple of weeks from two creators. Small numbers move around, even on a big roster. Look for a rate gap that holds across more than one creator and a full month before you change a brief.
Do this in Verdict
- 1In the Creative Matrix, filter to the product and sort by content style. The rate column does the work.
- 2Then sort by account inside the style, to see whether it is the style or the person.