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In this newsletter, youâll find:
đŻ The cleanest ROI signal in influencer marketing is sitting in your best organic post
đ» Snapchat is bringing shopping and real-world plans deeper into chat
đšâđ» Tweet of the day
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đŻ The cleanest ROI signal in influencer marketing is sitting in your best organic post
Partnership Ads, running a creatorâs top-performing organic post as a paid ad through their own handle rather than rebuilding it as brand-account creative, delivers whatâs widely regarded as the most direct ROI signal available in influencer marketing today.
The mechanism is simple: take content thatâs already proven itself organically, put media spend behind it in the exact form that already worked, and get a clean, direct cost-per-result number back, without a brand-new creative variable entering alongside the spend.
That cleanliness is the whole point. Most influencer ROI measurement gets complicated by too many variables changing at once, new creative, new audience, new timing, all shifting simultaneously, which makes it genuinely hard to isolate whatâs actually driving a result.
Partnership Ads strip out most of that noise, since the creative and audience fit are already validated by organic performance. Whatâs left is close to a pure signal on whether spend behind proven content converts.
Identify your actual top-performing organic content before deciding what to put spend behind
The whole value of this approach depends on starting from content thatâs genuinely proven, not just recently posted or personally favored by whoeverâs making the call.
Pull your organic creator content from the last quarter and rank it by actual engagement and completion performance, not recency or gut feel.
The handful of posts at the top of that list are the specific candidates worth testing as Partnership Ads, since they already cleared the bar organic performance is meant to set.
Run the comparison against rebuilt brand-account creative directly
The value of running content through the creatorâs own handle instead of rebuilding it as brand creative isnât obvious until itâs tested directly against the alternative most programs default to without thinking about it.
Test the same underlying content both ways, once as a Partnership Ad through the creatorâs handle and once rebuilt as standard brand-account creative, and compare cost-per-result. The gap, if there is one, is real evidence for how much the creatorâs identity is doing work a brand account canât replicate.
Build this into your standard measurement toolkit, not a one-off test
A clean ROI signal this direct is worth running repeatedly across a roster, not treating as a single experiment run once and set aside.
The specific frameworks for building this kind of measurement into an ongoing program, with real campaign examples from teams running it at scale, are what Return on Influence Festival â26, powered by Modash, covers October 21, with Leah Walker from Adobe and Tyler Vaught from Edelman. You can join free on October 21st, and catch the recordings within 24 hours if you canât make every session live.
The cleanest ROI answer in this channel isnât hiding in a complicated new attribution model. Itâs sitting in the post that already worked, waiting for someone to put real spend behind it the right way.
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đ» Snapchat is bringing shopping and real-world plans deeper into chat
Snapchat is expanding what happens inside its most-used surface, adding Dynamic Product Ads to Sponsored Snaps alongside a new Plans feature for organizing real-world events directly from conversations.
The Breakdown:
Shopping ads move directly into Snap DMs - Dynamic Product Ads can now appear as Sponsored Snaps inside Chat, where Snapchat says 85% of users regularly spend time.
Snapchat is optimizing ads around purchases - Value Optimization is entering beta, while third-party web and Omnichannel optimization tests aim to direct shoppers toward whichever web or app destination is most likely to convert.
Users can create events without leaving conversations - Plans lets Snapchatters set a title, date and time, invite up to 200 friends and collect Going, Maybe or Canât Go responses directly through individual chats.
Snapchat wants to turn online conversations into meet-ups - Events appear under a new My Plans section and trigger reminders one hour before starting. Snapchat says 35% of U.S. users aged 13 to 24 already use Chat to organize plans.
Snapchat is building more utility around conversations instead of pushing everything into a feed. The same Chat surface can now influence purchases and organize real-world events, reinforcing Snapâs strategy of making private interactions more useful for both commerce and social connection.
đïž Tweet of the Day
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