Kevin O'Leary: Pay Creators Who Cut CAC And Raise ROAS

kevinolearytv The people that can do this are rare because they have to be someone who’s grown up with social...

The image says it flat-out: content creation is the highest paid skill right now. But it’s not just pretty videos and clever hooks that earn the big money. The real killers are creators who can move the numbers that matter: lower CAC and higher ROAS. This post breaks down why those creators are worth S&P‑500 money and how to pay them in a way that keeps everyone honest.

From “Posts” To Profit Centers

Look at the screen: Threads, TikTok, Instagram, X, Facebook, Messenger, Telegram. That’s not a home screen, that’s a battlefield. The rare creator knows how to make each app print money instead of just likes. They understand vertical vs horizontal, feed vs stories, and how algorithms throttle or boost each format. When that person touches your brand, they’re not making content—they’re making cheaper customers and fatter ad returns.

How To Pay Creators Who Actually Cut CAC

Tie compensation to CAC and ROAS improvements, not just deliverables or views.
Track performance per platform so they can double down where the algo loves you.
Offer a base + performance bonus so top creators are motivated to stick around.
Let them repurpose across Threads, TikTok, Instagram, X, and Facebook for compound gains.

Brands Paying For Performance, Not Posts

Gymshark routinely partners with social-native creators on TikTok and Instagram and rewards them based on attributable sales, not just follower counts.

Duolingo aggressively leans on platform-specific content creators on TikTok whose performance is judged by app installs and user activation, not vanity metrics.

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