Followers and likes
Read from each creator's public profile on TikTok and Instagram, platform by platform. Communities are never merged across platforms to inflate a total: each number stays where it belongs.
How we work
THE NUMBERS,
WITH THEIR SOURCE.
Every figure published in the roster has a source and a date. This page explains which.
Measurement
Where each number comes from
The four sources behind the roster profiles, updated by hand and dated on every profile.
Engagement
From TikTok One, TikTok's official tool for partners. It is the figure the platform itself calculates, not our estimate or a third party's.
Median views
Also from TikTok One. We use the median and not the average on purpose: one viral video drags the average and makes an exception look like the norm.
Audience by age and market
From the demographics TikTok One publishes for each profile. We state the majority bracket, not a full breakdown, because that is the figure that decides a fit.
Reporting
What you get, and when
Before
Objective, platform, format, proposed creators and why they fit — with the roster figures already on the table.
During
Publishing schedule, revisions and a check that what is delivered is what was agreed.
At close
Reach, views, retention, saves and comments for each piece, with a capture of the source and the date it was pulled.
After
What worked, what didn't and what we would do differently. Without dressing up the number that came out weak.
Brand safety
Where the line is
What we turn down
Gambling and betting operators, speculative crypto, adult content, tobacco and nicotine products, and any proposal that requires hiding that it is advertising.
Advertising always labelled
Every paid collaboration is marked as such in the piece itself, using the platform's own tool and in the copy. That is not negotiable.
Minors
The roster is made up of adults. Any participation by a minor in a campaign requires prior authorisation from their parent or legal guardian.
Usage rights
Licence, term, territory and paid amplification are agreed in writing before shooting, never after publishing.
Privacy