Brands understand that the world of e-commerce is shifting as more and more shoppers rely on their favorite content creators to introduce them to new and exciting products. However, when it comes to finding the right creator to promote their product, they often fall short.
There is no one-size-fits-all when it comes to finding content creators. Just like with any marketing campaign, the first step is to identify your target audience. Once you know who your ideal customer is, you can start to narrow down the type of creator that would be the best fit to reach them.
The first step in narrowing down your list of potential creators is to consider their platforms. Do they have a large following on YouTube? Do they have an engaged blog audience? Are they active on social media? Are they an Amazon Influencer and if they are, what type of content do they generate on Amazon? Is it shoppable videos? Is it livestreams? Once you know where your target audience is spending their time online, you can start to look for creators who have a presence in those same places.
Another important factor to consider is the type of content the creator produces. If you’re looking to promote a new beauty product, for example, you’ll want to find a creator who produces content related to beauty and fashion. Similarly, if you’re looking to promote a new piece of tech, you’ll want to find a creator who produces content related to tech and gadgets. It’s important to find a creator who produces content that is relevant to your product so that their audience will be interested in what you have to offer. In Logie, we call these ‘Influential Circles’ where we are trying to track which circles coincide perfectly with your brand or product.
It isn’t enough to track the right creator. You’ll also want to consider the creator’s relationship with their audience. Do they have a close, personal relationship with their followers? Do they regularly interact with them? Do their followers trust and respect them? These are all important factors to consider because you want to make sure that the creator you choose is someone who their audience will listen to and take recommendations from.
The world of online content is vast and ever-changing. It can be hard to keep up with the latest trends, let alone find the right creator who is already creating content that resonates with your target audience. However, by taking the time to consider your target audience and the type of content they consume, you can start to narrow down your options and find the perfect creator to promote your product.
Many of the brands we work with in Logie don’t have the internal resources to dedicate to finding creators. With so many other marketing initiatives to focus on, identifying and vetting creators can fall by the wayside. The reason why many brands find it difficult to find creators is that they have to rely on their marketing team to find the creators, but their marketing team is already stretched thin. There are millions of creators out there, and the brand has very few team members who can get the job done. This is when the main focus should be on data and influencer marketing platforms to make the process easier.
The process of finding creators can be time-consuming and difficult. It requires a lot of research and outreach, and even then it can be hard to gauge whether or not a creator is a good fit for your brand. One of the greatest tips we give brands when it comes to finding a good fit with creators is to look at the creators that are already promoting similar products. For example, if you’re looking to promote a new skincare line, you can look at the creators who are promoting other skincare lines and see if their content and audience are a good match for your brand. Finding creators to promote your product is no easy feat. However, by taking the time to consider your target audience and the type of content they consume, you can start to narrow down your options and find the perfect creator to promote your product.
There is no guarantee that a creator you do manage to find will be interested in working with you. Even if you find the perfect creator for your brand, they may not be interested in promoting your product. In this case, the best thing you can do is reach out to them and try to start a conversation. Many creators are open to working with brands, but they want to make sure that it is a good fit for their audience. If you can show them that your product is a good fit for their audience, they may be more willing to work with you.
Another option is to offer them something in return for promoting your product. This could be monetary compensation, or for beginning creators, it could be something as simple as a free product. Many creators are more likely to promote a product if they are compensated in some way. However, you should always make sure that any compensation you offer is fair and in line with the creator’s normal rates or you’ll find yourself on their blacklist and sometimes even have them posting something bad about you or your brand.
Creators talk with each other and share the same communities, so you want to be sure you’re always polite and have the creator’s best interest in mind when working with them. Although the process of finding and working with creators can be time-consuming and difficult, taking the time to consider your target audience and the type of content they consume, can help to narrow down your options and find the perfect creator to promote your product.
Even if you do find a creator who is interested in promoting your product, there is no guarantee that they will be able to deliver results. There are a lot of factors that go into whether or not a creator’s content will be successful, and even the best creators can’t guarantee results. Expecting a creator to guarantee results is unrealistic and will only lead to frustration on both sides. The best thing you can do is to set realistic expectations and hope for the best. Realistic expectations range from a 0.5% to 2% engagement rate depending on the platform, following size, and industry. Do not get aggravated if you don’t get the results you wanted. Rather, ask yourself if your strategy is good and if you’re following the best guidelines for a content-based campaign.
Another good thing you can do if you’re not getting the results you want from a creator is to reach out to them and see if there is anything you can do to improve the situation. It’s important to remember that creators are people too, and they want to deliver results for their audience just as much as you want results for your brand. If you can work together to figure out what’s not working and come up with a plan to fix it, you’ll be much more likely to see success. There is always the possibility that a creator will produce content that reflects poorly on your brand. Even if you vet a creator carefully, there is no guarantee that they won’t produce content that you deem to be inappropriate or offensive. In these cases, it’s important to take swift and decisive action. You should remove any content that reflects poorly on your brand, and you should also reach out to the creator to let them know that their content is not up to your standards. It’s important to be clear and concise in your communication so that the creator understands why their content is not acceptable and what they need to do to remedy the situation.
Don’t be afraid to end a relationship with a creator if it’s not working out. If a creator is consistently producing content that is not up to your standards, it’s okay to cut ties and move on. There are plenty of other creators out there who would love to work with you, and it’s better to end a relationship that isn’t working rather than continue to invest time and energy into something that isn’t going to be successful.
It’s important to remember that finding and working with creators is a partnership. As with any partnership, it takes time, effort, and communication to make it work. However, if you take the time to consider your target audience and the type of content they consume, you can start to narrow down your options and find the perfect creator to promote your product.
We also discovered that the fee that creators charge for promoting products can sometimes be expensive and because there is no guarantee of a return on investment many brands give up before they even start. Unless you have a large budget, you may not be able to afford to work with the best creators but you can still find creators with a smaller following who can generate good results.
Doesn’t matter if you chose to work with an A-list creator or a smaller one, you must keep in mind that you may not have control over the content that a creator produces. Once you give a creator your product to promote, they will have creative control over the content they produce. This can be a risk if you’re not comfortable with giving up control. Think of it as an investment, you’re investing in someone to help you reach a larger audience.
In order to be successful when working with creators, it’s important to be clear about your objectives from the start. What are you trying to accomplish? What kind of results are you hoping to see? Once you have a good understanding of your goals, you can start to look for creators who can help you achieve them.
You see, working with a content creator is not only about the creator themselves; it’s important to consider their audience. Make sure that their audience is aligned with your target market. Look at the type of content they produce. If you’re looking to promote a new product, you’ll want to find creators who produce content that is relevant to similar products that were launched in the past. If you take the time to find the right creator and build a good relationship with them, you can create content that will resonate with your target audience and help you achieve your marketing goals.
You also want to make sure you build a long-lasting relationship. Unfortunately these days the relationship between a brand and a creator is often short-lived. Once a creator has promoted your product, they will likely move on to promoting other products for other brands. This can make it hard to build a long-term relationship but it can easily be solved by ensuring you work with creators who align with your values, love your product (and hopefully love you too as a person), and get compensated what they deserve.
While there are many reasons why brands may find it difficult to find creators to promote their products online, the most important thing is to identify your target audience and find a creator who is a good fit for your brand. With careful research and outreach, you can find a creator who is interested in promoting your product and who has the ability to produce quality content that resonates with your target audience.
There are a number of reasons why brands have trouble finding content creators. However, the most common reason is that they don’t know where to look. Additionally, brands can’t afford to work with the best creators, and they may not have a clear idea of what they want their content to achieve. In the past year, as we were building Logie, we were able to discover some amazing insights about the industry by understanding the pain both brands and creators experience when trying to connect. This is why we built Logie, to make it easy for both brands and creators to connect and create content together flawlessly. If you’re a brand or a content creator who wants to be a part of our revolution, please reach out to us!
