Paid ₹25k for a creator with 800k followers who got 2.4 million views on our product Reel. We sold 12 units. What went wrong?
High views, low conversion is a very common experience with large creators. The causes: (1) Audience-product mismatch: a creator with 800k fashion followers may have a diverse audience who watches for entertainment, not purchase intent. Engagement with the creator persona ≠ purchase intent. (2) No clear CTA: a beautiful product video without "link in bio," "use code X," or a specific purchase prompt gets saves, not sales. (3) Friction in purchase path: if your website is slow, mobile-unfriendly, or requires account creation, the 2-second post-click attention span is gone. (4) Price point mismatch: creator audience income level vs your product price. Check: 2.4M views with 12 sales = 0.0005% conversion. Even a bad campaign should convert at 0.1%+ with good tracking. You likely have a tracking gap too — check your UTMs.
Fix your creator campaign attribution →We had the exact same experience. Eventually realised our Instagram checkout wasn't enabled and our website was loading in 8 seconds on mobile. Fixed both, ran same creator content as an ad — 4x ROAS. The content was never the problem.
From a creator side — I always ask brands for a discount code before I post. Without it I have no way to motivate my audience to actually buy vs just watch. A 10% code is the difference between a view and a purchase.
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