UGC Creator: Why Only 5-10% of Whitelisting Content Gets Tested

Anders Bill, co-founder and CPO of Superfiliate, breaks down where paid media and influencer marketing actually fall apart, and what to do about it. His central argument is that influencer marketing managers are brokering dozens of whitelisting and partner ad deals every month, yet only 5 to 10 percent of that content ever gets tested by the paid team. That gap between the influencer team and the ads agency is where the opportunity gets wasted. Anders also pushes back on last-click revenue as the right metric for evaluating creator-driven content. If a UGC creator's content becomes a top-performing ad in the account, the influencer team deserves credit for that CAC, not just a vague acknowledgment. His practical fix is simple: tighten the relationship between creators and the paid media team, and build accountability around which content actually runs.

Watch to hear how Superfiliate is building tooling to solve the authentication problem that makes whitelisting so painful in the first place.