Data Download: A New Way to Parse Creator Economy Data

“The proof is in the pudding,” they say, and in 2022 the pudding is data. There’s an insatiable hunger for deeper, more insightful data in the creator economy, as hinted at by the fact that “#ad” was the single most-used hashtag across social media channels in South Africa last year. That means that creators are constantly and actively selling and marketers, brands, and retailers realise that influencers are genuinely influential.

Yet creator economy data analytics today are wanting in both depth and scope. It’s not necessarily the fault of any particular platform — the current social media landscape is disparate and disconnected, with grey areas between creator platforms (Instagram, TikTok, Twitch, etc.) and the app or domain of final purchase. Tracking breadcrumbs can often be lost, and results become harder to tie back to initial engagement. This makes it difficult for creators to prove ROI concretely; and, in turn, difficult for marketers to justify creator marketing or tweak campaigns for greater efficacy.

That’s where’s place in the new middle of the creator economy finds a significant new relevance: as a vertically-integrated central hub for monetised content data, from the first tap to the final purchase.

Our analytics build accommodates key stakeholder needs equally and goes beyond essential reach (impressions) and engagement (likes, shares, comments) numbers. It’ll include a flexible and digestible interface for creators, comprehensive admin controls and reporting for brands and retailers, and a deep selection of metrics that build continuity and track user journeys across platforms.

Of course, we’re just getting started with, and there’s plenty on the road ahead with many milestones still to achieve. But in our first beta test, the results have been highly positive: over 250,000 impressions and 35% engagement in just over a week.

What that tells us on a fundamental level is that users get it. They are hooked by our (and our beta partners’) incentives and understand how to access the platform and find what they’re looking for. It’s a fundamental victory that confirms we’re definitely on the right track.

“The proof is in the pudding” is actually an abbreviated saying; the complete saying is, “The proof of the pudding is in the eating.” Meaning you don’t fully know whether a pudding is good or bad, nor how good or bad, until you eat it. At, we’ve had our first bite. And the proof — or rather, the data —  is promising.