Working with Creators and Influencers in 2022

Jun 6, 2022

Working with Creators and Influencers is a brilliant way to commission high-quality content creation whilst benefitting from genuine brand endorsements.

In this blog, we’ll explore best practices on how to work with both creators and influencers in 2022.

Who are Creators?

The term ‘Creator’ has been rising in popularity and has recently been adopted by social networks as a word that encompasses both professional influencer marketers and amateur content creators.

Essentially anyone who writes, edits, designs, and films content to publish on social media with an entrepreneurial motivation. Creators focus on creating content that engages their audience.

 

Influencer marketing is still great for spreading awareness of your brand, your products and services, and for attracting new customers. Influencers are likely to have larger audiences and create more content on behalf of brands – looking to influence consumer decisions.

Both creators and influencers can cost, but the price depends on their own engagement and reach and the quality of their content. Some creators and influencers will be happy to create content in return for an incentive such as a gift or experience – but this must be made transparent.

Approaching key creators and recruiting them to talk about your brand can result in reach, engagement, and even fresh content for you to use on your own channels.

What are the benefits of working with Creators?

Creators know all about the latest content features, filters and tricks, and often produce high quality digital content that they know their audience are looking to consume. Creators embrace the latest social media trends including Reels and TikTok. They tend to attract smaller audiences, but they are highly engaged audiences.

Influencer marketing is still great for spreading awareness of your brand, your products and services, and for attracting new customers. Influencers are likely to have larger audiences, and create more content on behalf of brands – looking to influence consumer decisions.

Both creators and influencers can cost, but the price depends on their own engagement and reach and the quality of their content. Some creators and influencers will be happy to create content in return for an incentive such as a gift or experience – but this must be made transparent.

Approaching key creators and recruiting them to talk about your brand can result in reach, engagement and even fresh content for you to use on your own channels.

 

How do you source Creators and what should you look for?

Firstly, establish what your objectives are. Do you want to work with creators to gather high-quality content for your brand, or are you generally looking to expand your own reach?

What kind of creators you are looking to attract and what are the key themes they discuss? Start your search in Google, looking for relevant content creators and influencers around your key themes and locations.

Next, take a look at the platforms themselves. Hashtags are a great way of searching for creators; e.g. #contentcreatorsofinstagram #contentcreator #foodieblogger #lifestyleblogger etc.

Also, look at complementary brands to yours. Who are they working with? Who is following and engaging with them?

You should be looking for:

  • A solid amount of followers (1K +) 
  • An up to date social media profile 
  • Evidence of engagement on their posts (comments and likes, if visible) 
  • Relevant content regarding your industry, topic, or location – they need to have an audience that aligns with your target

How should you approach Influencers and Creators?

It’s important to engage with creators and influencers genuinely so they are more inclined to promote you.

The best way to contact a creator or influencer is to simply message them directly in social media. If they prefer to be emailed, they will usually make this clear in their biography.

Be very clear on what you are offering– an experience, a product or service, a payment, an invitation to an event, etc. Some will request payment in return for their time and effort. 

Once you enter into a paid-for promotion, you must adhere to advertising regulations by making it absolutely clear it is an advert. This is usually done by including the word “AD” or hashtag #advert at the beginning of posts. 

If you are offering a free product or experience, the content created by the influencer should make it clear that they were invited to enjoy the gifted experience.

The best way of doing this is to politely ask the influencer to add #gifted or #invite to their post in the copy or as a sticker on Stories. 

How do you measure the success of Creator/Influencer campaigns?

This goes back to your original objectives. What were you hoping to achieve? Perhaps some fresh high-quality, engaging content to use on your own feeds. Or maybe you were hoping to generate an increase in sales and leads.

Consider the following metrics:

  • An increase in profile views 
  • An increase in followers 
  • An increase in website visitors 
  • An increase in bookings/sales (tracked using a unique code per influencer, or a tracked URL) 
  • An increase in high-quality content to post to your feed

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