How do you pick creators?
A follower count tells you very little. Ask what they look at instead. Our answer:
- Creators whose followers are your kind of buyer: people who would want your product and can afford it.
- How many times brands have come back to sponsor a creator again.
- How old the accounts leaving comments are, so we can spot real fans instead of bought followers.
- How many people ask real questions in the comments. Fans who come to a creator to learn often have more money to spend.
- Which creators have brought in results for brands before.
What happens if nobody buys?
No honest agency can promise views or sales, because nobody can predict the algorithm. Anyone who guarantees that is not telling the truth.
When a past creator spend flopped, it's usually one of four fixable things:
- The wrong audience: a creator who looked right, with followers who don't buy what you sell.
- One post, then nothing.
- No tracking, so any wins were invisible.
- A salesy read that people skipped.
A good agency starts with a set test and scales only the creators who hit your cost per sale.
How long does each creator run?
One post is hit or miss. It doesn't show the creator's normal views, and fans can tell it's fake if they only see your brand once. We run each creator for three months.
Ask about the mix too. Talkspace's CMO said they've worked with Michael Phelps since 2018, and beside him run people like a military spouse in Texas telling her own story to a different audience.
Source: Katelyn Watson, CMO of Talkspace, on Growth Talks by Right Side Up, August 2025
How will we know which creator sold?
Every creator should get a coupon code or a tracking link before anything goes live, so every sale is tracked back to them.
Ask to see the report. Ours shows your views and how much money you make for every 1,000 views, and plugs right into Shopify.
Do you need to be in New York?
For most of the work, no. Finding creators, contracts, briefs and reviewing every post happen over calls, email and Slack. We're based in New York, and still run most of the work that way.
If you're planning a pop-up or a launch in the city, ask who will be at the door. We plan the creator side of an event.
Who will we talk to?
Ask who answers your messages once the contract is signed, and whether that's the person you met on the first call.
We're small, so no sales team. You'll talk to Alice or Dennis.