How to choose the right creators for your campaign
Overview
Selecting the right creators to work with in your campaign will depend on the type of your campaign as well as your goals.
For example, if you are running a “Just Content” campaign to get UGC post on your brand's social media page, then you don't need to work with creators who have a large following - the most important thing to consider is the quality of their content.
Whereas with influencer partnerships, you need to pay close attention to their audience.
Let's take a look at this in further detail.
Choosing creators for Just Content campaigns
As we mentioned before, when selecting creators for UGC or “Just Content” campaigns, it is important to focus on the quality of the content the creator produces.
For the best results, you’ll want to:
Look for creators with strong on-camera presence: voice, emotion, and energy.
Prioritize content quality and aesthetics.
Choose creators who are relatable to your product and would be likely to buy it in real life.
Prioritize those who have experience producing content in your industry.
Insense has some features that make it easy to find creator’s with the requirements listed above.
Creator Portfolio
The creator portfolio contains videos of the creator’s past work, which you can browse through to get a better understanding of the type and quality of the creator’s content. This will also allow you to see the creator’s camera presence and energy.
You can access the creator’s portfolio in 2 ways:
From the creator’s card in the campaign dashboard.
You can use the arrows to browse through the videos and the “Play” button to watch the videos directly in the campaigns dashboard.
By viewing the creator’s Insense profile
Inside the creator’s Insense profile you will be able to see all the videos they have uploaded to their portfolio categorized into video type (testimonial, unboxing, product demo etc.) and category (sports & fitness, fashion, pets etc.)
Social media posts and profile
In the creator’s Insense profile, you will also be able to see their latest and most popular social media posts.
You can also view the creator’s social media profile by clicking on their handle.
Audition Videos
You can also take advantage of having direct contact with the creators via the Insense chat and ask them to send a short audition video. This should be a short, uncomplicated video 3 - 6 seconds in length, of the creator talking directly to the camera, so you can get an idea of their camera presence.
Choosing creators for Organic Posting Campaigns
When choosing a creator for “Organic Posting” Campaigns brand affinity is still important, however, your main focus should be the creator’s social media statistics as well as those of their audience.
You can see a creator’s metrics for their social media inside their Insense profile and by checking their social media profiles.
Key metrics recommendations
Here are our recommendations for the key metrics that you will want to pay attention to:
For Instagram Creators | |
Followers | The number of followers a creator has displays their ability to capture and engage an audience as well as maintain a community. We recommend hiring creators with at least 2000 followers. |
Real Followers | We recommend ensuring the percentage of real followers in their audience is 65% or more. |
Engagement rate | Based on the audience, we recommend an ER rate of:
|
Comments | Check if the comments on the creator’s posts come from real people, and look at how their audience reacts to branded content. |
Followers vs following | Take a look at the followers-to-following ratio. We suggest a following that doesn't exceed 30% of the number of followers. |
Reach | Total number of unique profiles that have seen the creator's Instagram posts or stories. We recommend checking both stories and posts. |
Average reach of IG Stories |
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Average reach of IG Posts |
|
For TikTok Creators | |
Median views | This number will show approximately how many people will see your content on the creator's account. We recommend choosing creators with at least 1-5k median views. |
Engagement rate | The average number of interactions a piece of content receives per follower. We recommend putting a filter of at least 6-8% of ER. |
Comments | Check if the comments on the creator’s posts come from real people, and look at how their audience reacts to branded content. |
Frequency of posting | Keep in mind that a good TikTok creator will be consistently posting at least a few times a week, and won’t disappear for months. |
Choosing a creator for Creator Ads Campaigns
When choosing a creator for Creator Ads campaigns, we recommend searching for creators using similar parameters as organic posting for both TikTok and Instagram.
For Creator Ads, you will have full control over the audience that will see the ad, so the creator's audience quality isn't as important as with organic posting. However, by using similar parameters, you can check the creator’s credibility.
Key metrics recommendations
Here are the metrics we recommend when choosing a creator for Creator Ads campaigns
Engagement rate | The average number of interactions a piece of content receives per follower. We recommend putting a filter of at least 6-8% of ER. |
Median views | This number will show approximately how many people will see your content on the creator's account. We recommend choosing creators with at least 1-5k median views. |
Brand affinity | Choose creators who are relatable to your product and would be likely to buy it in real life. Look for creators with strong on-camera presence: voice, emotion, and energy. |
Industry experience | Prioritize those who have experience producing content in your industry. |
Followers | We recommend ensuring the creator has at least 5K followers, ensuring at least 65% are real followers. |
The next biggest thing to pay attention to is:
Brand affinity;
Quality of content;
Experience.
Ask yourself:
Do they fit the vibe of the brand and product?
Will our target audience relate to them?
Are they believable?
What's Next?
Before moving forward with your campaign, it's crucial to understand how much a collaboration with a Content Creator cost, so you can offer a fair price and also get the most out of your investment.
Our next article will give you great insights about it.
Related Articles
How to use screening questions?
Screening creators effectively
How much should I pay creators?
Negotiating prices with creators
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