Ladder

Across 264 fully audited current posts, the sample separates 175 owned TikTok/Instagram posts from 89 posts on current coach or celebrity feeds. The external layer does not sell a generic workout app: coaches repeatedly name Team Define, Ascend, Transform, Endure or another rostered program, then route the viewer through 47 link CTAs and 12 comment-keyword handoffs.

Ladder's owned layer amplifies the same coach-as-product idea with member stories, six-week series, app workflows and its first celebrity partnership with Hilary Duff. Public performance is substantial: the audited sample totals 90.0M observed views, including 34 posts at 500K+, 21 at 1M+, and three above 100K likes.

The operating-model evidence is stronger than any individual payment claim—Ladder publicly describes coach-specific landing pages and Spark Ads, while a retained production partner describes a six-month creator retainer—but those facts do not make every coach post `paid`; 21 rostered creator-platform relationships remain `program`, and the two official accounts remain `unknown`.

This is a current exact sample rather than a census: 12 strict TikToks stayed media-unavailable after one bounded recovery, 15 editorially valid YouTube videos were blocked by a shared-session rate limit, and six over-10-minute YouTube videos were excluded by policy.