Read Time: 1 min 30 sec
Hey — Ryan To here.
In today's edition:
The 5 ways consumer brands pay creators
What each deal actually buys you
& when to use each one
This week I'm breaking down something every consumer founder gets wrong from day one.
How should we pay our creators?
Most don't realize creator marketing isn't one thing.
It's 5 different deal structures hiding under the same vocabulary.
Here's the breakdown focused on Instagram and Facebook ads.
1. Whitelisting
You run paid ads through the creator's account.
The ad shows up under their handle — same trust, same engagement, same comments. Unlimited paid usage rights.
Why brands love it:
→ Highest-performing format on Meta
→ Creator's audience trust transfers to the ad
→ Unlimited iteration under their identity
Tradeoff: Most expensive. Creators charge a premium because their handle carries the risk.
2. Paid Partnership
Creator posts on their own account with the "Paid Partnership" tag.
You get organic reach plus limited boosting rights.
Why brands love it:
→ Best for creators with strong organic engagement
→ Leverages real audience trust
→ Built-in disclosure protects everyone
Tradeoff: Limited to boosting their original post. You can't iterate it as ads indefinitely.
3. Sponsored Ad
Content runs as a sponsored ad through your brand's account.
The creator might not even post it on their profile.
Why brands love it:
→ Direct conversion tracking
→ Built for sales, signups, app installs
→ Full control over the rollout
Tradeoff: No organic reach. No audience trust layer. Just paid distribution with creator content.
4. Organic Post
Creator posts about you. No paid amplification.
Why brands love it:
→ Best way to test a creator before going bigger
→ Natural product integration
→ Works on limited budget
Tradeoff: You're betting on the algorithm. No paid scale safety net.
5. User Generated Content
Creator films content and run it through your own channels.
The creator never posts it.
Why brands love it:
→ Volume play — test angles cheaply
→ Full control over messaging
→ Works with creators of any size
Tradeoff: No audience leverage. You're buying production, not distribution.
Want trust? → Whitelisting or Paid Partnership
Want conversion? → Sponsored Ad
Want to test a creator? → Organic Post
Want volume? → UGC
Most brands default to UGC because it's the cheapest line item.
Then wonder why their ads don't convert.
It's not your creative.
It's your deal structure.
Have a great day ❤️
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Ryan To
Creator (120K+)
@itsryanto
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