Why do brands choose CPP and hybrid offers over CPA on Takefluence?

As brands increasingly collaborate with creators, many are opting for Cost Per Post (CPP) and hybrid payment models over Cost Per Action (CPA) for their proven effectiveness and convenience. Read on to understand why CPP and hybrid offers are becoming the preferred choices for effective influencer marketing campaigns.

Explaining the offer types on Takefluence

Cost Per Post (CPP) 

Brands pay content creators a fixed amount for creating and sharing content, such as Instagram posts, reels, stories, reviews, unboxing videos, etc. 

A fashion brand may pay creators 2000 AED (the amount is upon the brand’s decision) for creating and sharing a series of Instagram content, including one post, one reel, and three stories, all showcasing the brand’s new summer collection with engaging captions and product tags.

Cost Per Action (CPA)

Brands pay creators a fixed bonus or commission based on specific actions, typically through sales generated using unique promo codes. 

For instance, a fitness brand provides a creator with a unique promo code and offers a 15% commission on all sales made using that code. If the creator’s followers purchase 2000 AED worth of products using the promo code, the influencer earns 300 AED as a commission.

Hybrid

On Takefluence, brands can also launch hybrid offers that involve both a fixed payment for content and additional bonuses for promo code sales. 

For example, such an offer might involve paying a creator a fixed amount of 500 AED for creating and posting an Instagram reel showcasing the brand’s product, plus a 10% commission on every sale generated through a unique promo code shared in the post. This structure ensures the influencer is compensated for their content creation while also incentivizing them to drive sales.

Why CPP and hybrid offers are more popular?

1 | Building brand awareness and loyalty for long-term value

CPP campaigns are particularly effective for building brand awareness and engaging audiences, as they emphasize content quality and reach. Unlike CPA campaigns, which prioritize immediate sales, CPP focuses on creating valuable content that tells the brand’s story and differentiates it from competitors. 

For instance, when brands rely solely on CPA, they often overlook the importance of educating potential customers about the product’s unique benefits. Consumers are unlikely to purchase a new product just because it’s discounted — they need to understand its value first. 80% of customers “grew to love” a brand, and only 15% experienced “love at first sight”. This is where CPP offers shine, as reposts, unboxing videos, and reviews from real users effectively convey why a product is worth buying.

By blending CPP with CPA in hybrid offers, brands can achieve both long-term brand awareness and immediate sales. This approach is particularly beneficial for growing businesses that need to establish a strong market presence and drive sales. 

The combination of thoughtful, engaging content with performance-based incentives ensures that consumers not only hear about the product but also understand its value, making them more likely to use a promo code and purchase. After all, 59% of customers prefer to buy products from familiar brands.  

2 | Creators are more motivated when they have a fixed payment

Creators are generally more motivated when they receive a fixed payment, making CPP offers particularly appealing to high-quality influencers. These influencers often prefer CPP because it guarantees their compensation, allowing them to focus on producing high-quality content without the pressure of generating immediate sales. 

This security leads to more enthusiastic participation and better-crafted posts, reels, stories, and videos. As a result, brands benefit from engaging, authentic content that resonates more effectively with audiences, enhancing brand awareness and consumer trust.

“I have had followers/readers thank me for my product or service reviews. They’ll then tell me how they purchased said product or service, not through my link but by going directly to the company site. 

This is why I am NOT a fan of performance-based compensation only. The company got the exposure from my work, but it doesn’t always translate into money for me.” — Laura O’Neill, MBALaura O’Neill, MBA, Digital Content Creator

3 | Predictable budgeting, clear expectations, and higher ROI

CPP offers provide brands with a predictable cost structure, making it easier to budget and allocate marketing funds effectively. 

Unlike CPA, which can lead to unpredictable expenses due to fluctuating performance and sales, CPP ensures a fixed investment for guaranteed exposure and content creation. This means brands receive a set amount of content and assured deliverables, ensuring their message consistently reaches the intended audience. 

Moreover, CPP campaigns offer a broader range of measurable metrics beyond just sales, such as engagement rates, follower growth, and brand sentiment. This comprehensive approach allows brands to evaluate their success on multiple fronts, whereas CPA’s focus on sales can overlook other critical indicators of a campaign’s overall impact.

According to Tipalti, the hybrid is the best approach, as it sees a higher return on investment and gives the influencer a fixed-pay cushion to cover their upfront work. 

Case studies and examples

On Takefluence, there is an open catalog of offers that allows non-registered users and brands to preview various campaigns live now.

Also, check out the case study of a makeup brand Officemakeup that approached Takefluence to increase brand awareness in the MENA market.

To sum up

CPP and hybrid offers have clear advantages over CPA when it comes to building brand awareness and long-term value. 

CPP ensures predictable costs, guaranteed content, and consistent messaging, making budgeting simpler and enhancing brand awareness. Plus, creators prefer fixed payments, resulting in more interest in your brand and collaboration from top creators. 

Hybrid offers combine the benefits of CPP with the sales incentives of CPA, providing both immediate sales and long-term brand growth.

Register now on Takefluence and launch your campaign to reap the benefits of CPP and hybrid offers!
If you have any questions, contact Takefluence: welcome@takefluence.com.