Creator ad spend in the United States is expected to reach $37 billion in 2025, a 26 percent increase year-over-year. However, many startups often misjudge their creator budget, believing their creator will bring the right kind of awareness or generate sales. The author suggests that companies should be proactive in their approach to identifying who is building an audience with a clear type of person who cares about follower count more than anything else. He also suggests that real-time performance can reveal how consistent or unpredictable a creator's reach and audience is.