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Channel
RGM° · Tools
Influencer & creator benchmarks
Paid partnerships, whitelisted creator content, affiliate creator drops. Increasingly blended with paid social via Spark Ads, Branded Content Ads, Promoted Content.
Share of digital ad spend: ~5% of US digital ad spend (2026, incl. whitelisted spend)
Channel snapshot
Avg CPM (organic) $8–35 depending on tier. Whitelisted paid 1.4x–2.2x ROAS vs brand-only creative.
How to operate this channel
Operator playbook
- Whitelist creator content via Spark Ads / Branded Content Ads — performance lift is real.
- Use micro/nano (10K–100K followers) for authenticity; mid-tier (100K–1M) for reach.
- Negotiate usage rights upfront — 12 months minimum for paid amplification.
- Track via promo code + UTM + brand-mention attribution — single-source attribution misses 60%+.
- Diversify across 8–15 creators per quarter; concentration risk is real.
Platforms in this channel
Want to model your spend in this channel? Use the CPM calculator, ROAS calculator, and budget allocator to plan allocation.