Writer
Leo Ferreira
Creator Partnerships Lead
Managed 1,200+ creator collaborations
Leo works with the creators themselves — deal structures, revenue mix, formats that travel and the platform shifts that quietly change what a post is worth. He writes about the creator economy from the side of the people making the content.
- Creator monetisation
- Short-form video
- Platform trends
- Talent partnerships
- 4
- Articles
- 4
- Expertise
- Social & Trends
Short-form video: what is actually trending, and what just looks new
Most trend reports describe last quarter. These are the shifts that changed campaign economics rather than aesthetics.
LFLeo Ferreira2 min read - Creator Economy
The creator middle class is where the ROI is
Accounts between roughly 20,000 and 250,000 followers consistently return more per pound of brand spend. Here is why, and where the model breaks.
LFLeo Ferreira2 min read - Creator Economy
Brand deals versus affiliate: how creators should mix revenue
One pays for certainty, the other pays for performance. The creators with pricing power are the ones running both deliberately.
LFLeo Ferreira2 min read - Social & Trends
Why creator-made ads outperform polished brand films
It is not authenticity as an aesthetic. It is that creator-made assets are cheap enough to test properly, and testing is what finds the winner.
LFLeo Ferreira2 min read
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Guides
- Case study: 240 creator posts in one quarter without losing brand safety
Eighty-four creators, four markets, one brief. The operational decisions that kept quality consistent at that volume.
- Case study: replacing a nine-year-old CRM in fourteen weeks
Forty-one undocumented behaviours, 1.8 million records and a sales team that could not stop selling for a weekend. Here is how the sequencing worked.
- Short-form video: what is actually trending, and what just looks new
Most trend reports describe last quarter. These are the shifts that changed campaign economics rather than aesthetics.
- Case study: cutting retail LCP to 1.2s and lifting mobile conversion 11%
A mid-market retailer with a 3.4 second mobile LCP. Six weeks, no redesign, no re-platform — and a conversion result the finance team could sign off.