The Business
Inside the agency roll-up of creators
Talent is being bought like ad inventory. We mapped who's acquiring, and the multiples they're paying.
← Posthype / Analysis
// Analysis
Analysis
The why behind the what. Case studies, breakdowns, and the math behind the campaigns and companies that worked — and the ones that didn't. We reverse-engineer the wins and the flops so you can borrow the move, not just read the headline.
Analysis
// Lead story
The mid-tier creator who out-earned a celebrity
A shift in how brands measure trust handed an 80,000-follower account the bigger check — and quietly rewrote the math of the whole campaign budget.
Latest in Analysis
7 storiesInvestigation
The fake-follower economy
An entire supply chain exists to inflate the one number brands still pay for.
Research
Where the 2026 budgets are actually going
Our survey of 1,200 brand marketers, in four charts.
CPG & Snacks
Feastables and the economics of a creator snack empire
Reportedly nine figures in revenue. Is it a candy company, or an audience-arbitrage machine with a wrapper?
Beverage
Prime's sugar high and the hydration hangover
A $1.2B beverage built on scarcity. What happens when it ends.
Funding
The VC thesis on creator-owned brands
Investors used to pass. Now there's a term-sheet template.
// Start here
Field GuideHow to read an engagement rate honestly
Field GuideHow to read a creator brand's real revenue
Field GuideEquity vs. licensing: which deal to take
// The Tuesday Brief
Read the breakdown first
The campaigns and companies we took apart this week, and what they teach.