Field notes
Playbooks, teardowns and the occasional argument — everything we have learned helping creators grow across every major platform.
A creator glossary of the metrics and terms that get used loosely - RPM, CPM, reach, impressions, engagement rate - defined precisely enough to argue with.
Some numbers go up reliably and mean nothing. Here is which creator metrics are vanity metrics, which are real, and what to track instead.
Engagement rate by reach and by followers measure different things and can differ by several times. Here is which to use, when, and how to label it.
Reference numbers for creators across platforms - engagement bands by size, posting cadence, and content length - with the method and the caveats stated.
There are four common engagement rate formulas and they give different answers. Here is each one, what it is for, and which to quote to a brand.
YouTube has no comment search. Here are three ways to search YouTube comments anyway, and what each one can and cannot reach.