What to Look For in Content Creators
Content creators can help you boost your brand awareness, get new followers, or even increase sales.
06:39 15 November 2021
Influencer marketing is when brands connect with content creators to promote them on social media. These creators can help you boost your brand awareness, get new followers, or even increase sales.
But, sometimes brands get stuck when it comes to finding influencers and deciding which are the right fits for their marketing campaign. So in this article, let’s go over what to look for in content creators when making that decision.
Before you start
Before you search for creators you have to plan out your campaign. Make sure you go over and define the following points:
- The goal of the campaign
- Your target audience
- Your budget
- The timeline and any deadlines
- How you will track your progress
Planning thoroughly now will give you a clearer picture of which content creators seem like a good fit and which don’t. So take the time to do this well.
What to look at when analyzing creators’ profiles
When analyzing creators to choose your collaborators, you should look at a mix of metrics and other qualities. Let’s examine some of them.
What is the influencer’s category? This refers to what they post about - fashion, food, health, etc. You want to find a creator with a category related to your brand.
If your brand fits into a particular niche market, dig deeper and find creators in the same niche. If your brand is an eco-conscious slow fashion brand, look for influencers interested in that topic.
Follower count and growth over time
The number of followers a creator has isn’t definitive proof of their profile’s success. Follower count does affect a creator’s reach and the price they’ll charge you for services. But it’s equally important to look at how they’ve grown their audience over time.
Use influencer marketing software or ask for their media kit to analyze their follower growth. Organic growth is steady, even if slow. If you see sudden spikes and dips, watch out. That influencer may have bought fake followers.
This shows how much the audience enjoys a creator’s content. Engagement rate measures interactions with social media content. The idea is that the more the followers enjoy the content, the more often they will interact with it. And when followers are engaged with a creator’s content, they are more likely to become engaged with brands that creator promotes.
When you analyze engagement rate, remember that it can differ depending on a few factors:
- Social network
- Number of followers
- Type of content
Audience demographics and authenticity
You should always check out a creator’s audience, too. Make sure their audience matches up with your target audience.
Evaluate demographics like age, gender, location, language and interests. And check the authenticity of the influencer’s followers. Do they have a lot of followers that seem like they may be bots?
Values, voice and POV
Look carefully at the creator's content. Do they represent what your brand is all about?
It is confusing for the audience if brands and creators who have nothing in common collaborate. Followers see through this, and then it is clear that the only connection between you two is that you are paying the creator to promote you.
Make the collaboration as authentic as possible by finding creators who align with your brand. Think about:
- Your brand’s mission and message
- Your values
- Aesthetic style
- Brand voice and tone
Find creators that have similar missions, voices, and values as your brand.
Finding and analyzing creators doesn’t have to be difficult. To be successful, carefully plan out your campaign and goals beforehand. And know what you need to look for in creators, so that you make informed and confident decisions when choosing your collaborators.