Notes from the desk on teardowns.
Reach, engagement rate, cost per acquisition, CPM and the next move — the five columns, what each one is and is not, and the two rules: unverified figures are marked, and never totalled.
Teardowns6 min read
An integration borrows a creator’s regular audience for a segment; a dedicated video is about the product end to end. When each one fits, what the script approval covers, and where Shorts come in.
Teardowns6 min read
The opening week under-delivered. What changed on day eight was the casting, not the creative.
Teardowns6 min read
What changes between month one and month four when the same creators keep posting.
Teardowns7 min read
