Heylist is the platform behind the campaigns: brands and agencies use it to discover pre-vetted creators, automate outreach and onboarding, monitor content as it goes live and measure what it actually did.

The team writes from that vantage point, drawing on thousands of campaigns, millions of data points and a front-row view of a creator economy that is still being invented.

Their mission is to democratize influencer marketing so that it is not only the biggest budgets that benefit. What they publish here reflects what they see in the data: what moves an audience, and what only looks like it does.