How Audience Intelligence Transforms Reach Into Revenue

Creator partnerships are regularly built on surface metrics like follower counts, views or engagement rates. And despite their frequent use, those figures rarely quantify true influence.

Tubular Labs' Q1 report, Redefining Influencer Value, shows how a greater understanding of creator audiences and their behaviors can actually make for more successful partnerships – and a greater impact on revenues.

Some of the big takeaways from Tubular's report:

• In East and Southeast Asia, anime content accounted for 18 billion views last year, but just a small fragment of that – 238 million – came from commentary-driven videos where influence far out-paced reach.
• For U.S. audiences, alternative and traditional medicine topics are not exclusive buckets – and in fact, many times are consumed simultaneously.
• Understanding purchase intent helps identify money better spent by brands – for instance, creator Joel Marques "only" has 1.9 million followers, yet his authentic posting style and engaged audience potentially yields hundreds of thousands of dollars in sales for a brand like Corona.

Discover more insights that can change your approach to creator partnerships. Check out Tubular's latest report below.