Paid amplification of creator posts, on an organic threshold

We do not put media behind a creator post that did not earn it organically, and the test is the creator's own history rather than a house benchmark. A post has to clear, within its first seventy-two hours, the saves-and-shares-per-view rate sitting at the median of that creator's last twenty organic posts. Below the line, paid spend is buying distribution for creative the creator's own audience declined to pass on, and it will not do better in front of a colder one. Why the threshold is the creator's median and not ours: Cross-creator benchmarks are noise. A technical explainer channel in the energy sector and a lifestyle account move at completely different rates on saves, and comparing them produces a number that flatters whoever posts the most disposable content. Measured against their own last twenty posts, the signal is about this piece of creative, which is the only question the spend decision turns on. What we spend behind: A winner gets budget in three shapes and they are not the same buy. Spark and partnership ads keep the creator's handle and social proof, and are worth the higher cost per thousand when the creator's name is the reason the message lands. A dark variant with a different opening three seconds is worth running when the creative works but the hook is tuned to people who already follow them. A retargeting placement against site visitors comes last, if at all, because creator content is expensive material to burn on an audience that was already going to convert. Measurement: Platform-reported return on creator amplification is unreliable in a way that matters at these budgets, because the audience most likely to see a creator's paid post is the audience most likely to have bought anyway. So we hold territory out. In Turkey that usually means excluding two or three cities of comparable size and profile for the length of the flight, and reading the difference in your own data: subscription starts for a publisher, completed tariff switches for an energy retailer, funded accounts for a bank. Not clicks, not view-through. Where volume supports it we run the platform's own lift study alongside, and where the two disagree we say so rather than quoting the flattering one. Frequency and fatigue: A creator asset burns faster than a brand asset, because the audience reads it as a personal post the first time and as an advertisement the fourth. Caps are set accordingly and assets are retired on the fatigue curve rather than when the budget runs out. The permission you may not have: Boosting is a separate right from posting. A creator who agreed to a paid partnership has not necessarily agreed to their face running in a cold prospecting campaign for six weeks, and their contract may say so explicitly. We check the authorisation and the usage window before the plan is written, not after finance has released the budget. What we refuse: We will not amplify a post to rescue a campaign that underperformed organically. We will not run creator content in placements where the disclosure label does not carry through. We will not accept a target cost per acquisition arrived at by dividing last year's search number by optimism, and we will say why on the call rather than in the wash-up. Who this is not for: Brands whose creator programme has produced fewer than about a dozen posts. There is no distribution of organic results to read a median against, and the honest advice is to keep posting first. Teams looking for a media buyer: this is a spend decision service, and the buying itself can sit with your agency, where it often should.