influencer marketing · campaign results
The One Number That Tells You an Influencer Campaign Is Working
A high repeat-booking rate is the clearest free signal an influencer campaign is working. See the cross-brand proof and how to read it without fooling yourself.
The one number that tells you an influencer campaign is working is repeat bookings, the share of a brand's videos that come from creators it chose to book again.
A brand only re-books a creator when the read pays back, so a high repeat rate is the market pricing the deal as a winner. Here is the cross-brand proof and how to read it.
We did not run the campaigns below, we read them from the outside using our database of nearly 285,000 sponsored videos across 31,000 channels and 44,000 brands. Every view count and repeat count here is a behavioral proxy, so treat it as the market's vote and never as audited ROI.
1. What a repeat booking actually tells you
A repeat booking is simple, the brand pays the same creator to run its product a second time, then a third, then a tenth. That choice costs money every time, so a brand only comes back when the last read earned its keep.
A single big video can be luck, a good thumbnail, a strong week. A creator booked again and again is a brand telling you, with its own wallet, that the math kept working.
A re-run is a brand spending its own budget to vote that a creator pays back, which is a far stronger signal than any single view count.
2. The cross-brand proof
The same shape shows up across very different regulated and gray-market brands. The heavy hitters re-run more than half of their videos through creators they already trust.
| Brand | Repeat measure | Repeat / total | Reach (proxy) |
|---|---|---|---|
| PrizePicks | videos | 157 / 242 | 215.4M views |
| LMNT | videos | 136 / 237 | 214.6M views |
| BlueChew | videos | 102 / 158 | 86.1M views |
| Squarespace | creators booked twice or more | 692 / 814 | 6,322 videos |
| Rocket Money | creators booked twice or more | 185 / 488 | 922 videos |
PrizePicks pushed this hardest, the Cowboys Report by Chat Sports channel alone ran 57 PrizePicks reads. LMNT leaned on workhorses like More Than Farmers, who ran 64 LMNT-sponsored videos over the window we tracked, and BlueChew kept Steve-O's Wild Ride going for 37 reads. At the very top, Squarespace booked one creator, Cruise With Ben and David, 85 separate times.
When more than half of a brand's videos come from creators it chose to book again, that brand has found partners that pay back and is quietly compounding them.
3. How to read a repeat rate
The cleanest number to watch is the repeat rate, the share of a brand's videos that come from creators it booked more than once. The higher that share, the more the roster has been pruned down to its winners. Always read it next to reach, because the two answer different questions.
Rugiet is the useful case. Its total reach is only 2.9M views, yet 50 of its 74 videos were repeats and 17 of its 41 creators came back, so even a small ED brand can show clear conviction in who it keeps.
Now the other side, because a busy roster is not always a winning one.
| Brand | Creators | Videos | Repeat videos | Total views | Signal |
|---|---|---|---|---|---|
| Cornbread Hemp | 7 | 8 | 2 | 0.6M | spread thin, barely re-ran anyone |
| CBDistillery | 6 | 6 | 0 | n/a | zero repeats, no behavioral proof |
CBDistillery ran six videos and re-booked nobody, so there is no behavioral evidence any of it landed. Cornbread Hemp barely did better, two repeats across eight videos and only 0.6M total views.
A roster with zero repeats gives you no proof the campaign worked, only proof that nothing earned a second slot.
4. Where the signal lies to you
Repeat rate is strong, and it can still fool you, so read it with care. The trap is the affiliate channel, a creator who reads the same brand dozens of times for a tiny audience.
One channel ran Buckylabs 81 times, which looks like deep conviction until you notice the views sit near zero. That is an affiliate arrangement showing up as repeat volume, with none of the reach that makes a sponsorship worth copying.
High repeat with almost no reach is an affiliate pattern rather than a campaign win, so always pair the repeat count with the view count before you cheer.
Our counts are pulled from the outside, and the sheet behind them carries no sales, CAC, or audited return, so we never dress a repeat count up as proven ROI.
5. How to use this when you judge a creator or a competitor roster
Put the signal to work in two ways. When you size up a single creator, look at who keeps re-booking them, because a brand that comes back five or six times is telling you that creator moves product for its category.
When you size up a competitor, pull their video list and count the share of reads coming from repeat creators. A high share means they already found their winners and you are arriving late. ZBiotics is a clean tell here, 60.9 percent of its 274 videos came from creators booked five or more times, a roster built almost entirely on proven partners.
A competitor whose reads come mostly from repeat creators has already paid to learn who works, so reading their repeat pattern hands you that lesson for free.
6. Go deeper
Want to see what a re-booked creator program looks like up close, here are the assets we built for exactly that.
- Sponsored-video breakdowns, good and bad, so you can see what a read worth repeating looks like.
- Influencer campaign breakdowns, the full set of programs we have measured from the outside.
- Rocket Money influencer campaign analysis, one roster read end to end, 922 videos and 185 creators booked again.
To vet a creator's repeat history before you spend, our influencer fraud and vetting guide shows how we check it. For the wider regulated picture, start with the results roundup.
Building a roster where the re-runs compound, inside cannabis, ED, telehealth, supplement, or age-gated rules where one wrong claim costs you, is the part we take off your plate. We find the creators, vet the repeat history, negotiate the rate, manage the re-runs, and keep every read FTC-compliant. Book a call and we will read your category the way we read these.
Frequently asked
How do you know an influencer campaign is working?
The clearest behavioral signal is repeat bookings. In our database PrizePicks re-ran creators for 157 of 242 videos and BlueChew for 102 of 158, which is the market pricing those deals as winners rather than guesses.
What is a good influencer repeat-booking rate?
A strong roster re-runs more than half of its videos. PrizePicks sits at 157 of 242 and LMNT at 136 of 237, while a one-off roster like CBDistillery had 0 repeats across 6 videos.
Can repeat bookings be misleading?
Yes. Affiliate channels like the one that read Buckylabs 81 times show heavy repeat with tiny views, so a repeat count is a behavioral proxy and never audited ROI.