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How Do You Measure Earned Media Value Without Fooling Yourself

Two companies that both sell this metric, and both publish their prices, value an Instagram comment at $1.00 and at $3.82. Here is how earned media value is actually calculated, and how to report it without getting caught out.

• measurement
• earned media value
• celebrity partnerships

Six focus drink brands, and nobody has built a roster yet

Six focus drink brands have paid 524 YouTube creators since June 2021, and one of them accounts for three quarters of it. Nobody has booked the same group of people often enough to own the recall for this product type, which is a rare thing to find still unclaimed.

Which wellness communities can a beverage brand still enter through a trusted organizer, and which ones are already too crowded to buy a logo in?

The most attractive opportunities are not the least commercial communities. They are communities where a brand can enter through a trusted organizer, repeat participation creates multiple product occa

Three Gaming Brands Own 83% of Energy Drink Creator Deals

We counted every recorded creator deal across 143 wellness drink companies. The biggest buyer in the whole category is a gaming energy powder that the trade press has never written about.

Eight gut brands, and the one that bought a different audience

Eight gut health and probiotic brands have paid 1,051 YouTube creators since May 2021, and 899 of those creators have taken money from exactly one of the eight. There is no shared roster to outbid on this shelf, which is a very different problem from the one most buyers prepare for.

The Whole Gut Health Drink Aisle Has 93 Sponsored Videos

We counted every paid creator video for 21 gut health drink brands. There are 93. The same gut story sold as a capsule has 1,718, which tells you the problem is not the pitch.

How Many Creators Does a Supplement Brand Actually Pay

The number is much smaller than the category talks like it is, and knowing the real distribution tells you what it costs to be visible.

How should a wellness marketer use influencers to launch?

It does not mean a company should use influencers to reach every person who is anxious, tired, dissatisfied with their appearance, worried about aging, or managing symptoms. Those states can overlap w

Seven hydration brands, and why there is no cheap lane left inside

We went looking for the under sponsored pocket on the hydration shelf and there is not one. Every category with 20 or more creators already holds four or more of these seven brands, and the two genuinely quiet corners are both owned outright by LMNT.

Which Influencer Agencies Can Prove a Beverage or Wellness Launch

This dossier tests the agency shortlist against public proof rather than marketing claims, and separates evidence that an agency worked on a launch from evidence that the work produced a result.