Content creators

How to find content creators for your next campaign

If one thing holds true, there will always be a need for content. Think of content as the connection point between brands and consumers. Whether it’s an email newsletter, a video on TikTok, words on a billboard, or a photo on social media, it’s what drives customers to take a decision about your brand or, at the very least, to make your brand memorable. As companies grow their brands, the need to connect with consumers and attract new customers is driving demand for content to an all-time high.

Often, marketing teams focus on in-house content creation with teams that typically include strategists and multiple creatives like writers, designers, or video editors. These people know every page of the brand book; therefore, they know what type of content will support a brand’s story and appeal to its audience. However, there is a limit to the amount of content a team can create, regardless of its agility or staff, leading brands to outsource some of their content needs to creators.

Why brands should partner with creators

Content creators are definitely having a moment right now. They are everywhere. In fact, over 50 million people identify as content creators, which means the creator economy is booming. What makes them such a sought after product is not just their ability to deliver simplistic content that resonates with the brands audience, but also their ability to sell and amplify the narrative of those brands.

The fact is, consumers trust content from creators because it feels authentic. Creators develop content based on their own experiences and infuse their personal stories or vision into what they create. This is what separates creator content from in-house created content.

When brands are ready to hire creators, they must first determine how to find them, then vet them to ensure alignment. These initial touchpoints will ensure that the content they create fits seamlessly into your brand strategy and has a long shelf life.

How to find content creators

Content creators aren’t hard to find, but before you start your search, think about your goals and what you want to accomplish.

Sometimes brands partner with creators for specific campaigns or launches. Other times, brands hire creators on assignment to work on ad-hoc content assets for various channels like social media or email.

For example, in my previous job as a social strategist, I developed a list of creators and influencers to contact for product launches. While we did our own in-house product shoots, we also wanted more UGC-style photos and video clips to incorporate into our social media feed and post-launch email content. This allowed us to push the messaging around our product in new and creative ways without putting too much strain on our internal resources. When we were ready to find creators, I found turning to our community and third-party platforms to be the most helpful.

Look in your community

Your community is made up of your customers, superfans and partners. Often, because they are your biggest brand advocates, they are already creating content around your products and services. Feel free to reach out to people in your community and ask them if you can share their content. Often, because they are your fans, they will be more than willing to do this for free or in exchange for products. However, you can build brand loyalty even more if you pay it and allow it to be part of future launches or campaigns.

Ask your followers

There’s no one more connected to what’s happening in the creator economy than your followers. They are also the ones who follow the creators and influencers they love. Try posting a question sticker on your Instagram story so your followers can make recommendations. Alternatively, you can create a feed post and ask them to tag their favorite creators and influencers in the comments. All you have to do is ask the question and the creators will come.

Use creator platforms

Platforms like Minisocial and #Paid connect brands directly to creators and influencers, allowing you to spend less time researching them and more time focusing on your content strategy. You’ll just need to provide a creative brief and establish your creator demographics, and the platforms will do the outreach work for you. Of course, there is a fee for this route, but depending on your budget and how much time you have to educate creators, this may be the best option.

How to Control Content Creators

Many brands struggle to find the right designers to partner with. Yes, if you want to hire or collaborate with creators, they may need to be part of your target demo. Maybe you want them to live in the cities where your outlets are located, or maybe you want them to have a large following on social media. While these things are important, you should go deeper. The creators you partner with should have values ​​that match those of your brand.

Look at their previous partnerships

The work the creators have done with other brands and their partners reflects their interests, style and general beliefs. Certainly, even if the interests of creators change over time, you can use this content as a reference to define how to approach your own partnership with them. For example, let’s say you’re an alcohol brand and you find that a creator you’re considering partnering with has worked with an alternative alcohol brand before. In that case, you might want to reach out to them first and see if they would be a good fit for your campaign or strategy.

Schedule time to discuss

Looking at the social media presence or an online portfolio is a great way to get an idea of ​​what the creators have been working on. However, it doesn’t always say who they are as people. Setting up a video chat to introduce yourself to the creator and/or talk through a creative brief will help build a human connection with your brand and better understand their strengths, passions, and interests in content development.

“What inspires you? », « What type of content do you like to create? or “what’s your favorite content you’ve created?” – these kinds of questions give you insight into who the creators are and what drives them.

Reach out to their community

If the creators you want to partner with have an engaged community, you can get a sense of who they are. Check out the comments on the creator’s posts to see how they interact with their community and what their community thinks of them. It’s hard to fake good vibes, and that’s the kind of energy you want to bring into a partnership with creators.

Build your content strategy

Once you’ve found and approved the creators you want to partner with, you’ll need to figure out how to start the content development process. Fortunately, I wrote another article on how to integrate creators into your content strategy. In this article, I share the importance of partnering with micro-creators and influencers and provide four tips for integrating creators into your brand’s overall content strategy.

As you continue to build and refine your content strategy, remember to keep it flexible. Things change, especially marketing goals, so you should always consider how your strategy can adapt to your brand’s needs, no matter where you are in your marketing plan. The great thing about content creators is that there are so many to choose from, and they also evolve just like brands and consumers. It’s up to you to draw and get started in creation!