Agentio study: creator Partnership Ads beat licensed UGC by 19% on clickthrough

Why it matters

Agentio analysed 65,000 Meta Partnership Ads representing $130 million in spend. Ads running from the creator's own handle delivered 19% better clickthrough than the same content licensed and run from the brand handle. The lesson is that identity is the variable, not the edit: relicensing creator content into brand channels destroys most of what paying the creator bought.

The source