How To Choose The Right Influencer Or Content Creator For Your Brand
Influencer vs content creator. Which is right for you? Working with influencers can put your brand right in front of your audience and generate enough buzz to ignite your sales. whereas, working with a content creator can give your team the capacity of an agency with the pricing of an independent creator. I hope after reading this article, you’ll feel confident enough to decide whether its an influencer you’re after or a content creator - & where to find them! Who am I to tell you? I’m Rebecca, also known as (That Achelles Girl on socials) and I currently work full-time as a UGC creator here in Australia
First of all, you need to know where to look:
The Right Fit (app)
#gifted (app)
Club Collab (app)
Hashtag research
Google research (for example ‘Australian Content Creator’)
The above 3 apps are the only ones I currently use to find work as a content creator / model / nano influencer. I have been using each of them for a year or more and have had mostly positive experiences! The other avenue I find can be useful is doing some hashtag research. For example, If I we’re looking for a mum-style-blogger for my fashion label targeted at stylish mums, I would try any of the following hashtags:
#mumstyleblogger #fashionover30 #momblogger #fashionmom #mumswithstyle
You can filter by ‘most recent’ post and just have a click through to see if there’s a creator you see using this hashtag that you feel could be a good fit! This can be time consuming but if you have quite particular target audience you can search pretty easily with niche specific hashtags.
The next part of the equation - what is your end goal?
Brands often get confused between influencers and content creators because of the similarities in their jobs. But both types of creators achieve different goals. For example, do you want a particular set of EYEBALLS on your product OR just someone savvy to create some amazing videos for you?? This matters because:
AN INFLUENCER is primarily chosen by brands for their ability to reach and persuade a huge number of people due to their massive following and fame. They are more likely of the two, to have the influence to build brand awareness and drive conversions for your brand. If they spruik your cordless hair curler to their followers then chances are you’ll get a sale or two from it! Depending on who you choose however, this type of partnership can cost you tens of thousands of dollars. Thats a huge chunk of your marketing spend on only one avenue
A CONTENT CREATOR OR UGC CREATOR is primarily booked by brands because of their aesthetic eye, storytelling ability, creative flair and video editing skills! They know how to make your product look good in photographs and to create a strategic video that shows off your brand or product. Influencers focus less on the substance and value of their content because they already have a big enough following to drive engagement while creators tend to create value-packed content to address your audience’s pain points.
Some well known influencers off the top of my head are: Sophadophaa, Chloe Morello, Jessica Stein (Tuula Vintage), Emily Skye Fit, Lydia Millen
Then there are a mix of creators/influencers/models and all in-betweens
When choosing an influencer or content creator to work with your brand, here’s some things you’ll want to check:
👉🏻 that their aesthetic and video style suits your needs
👉🏻 that they have a few positive testimonials to show you
👉🏻 Their values align with yours
👉🏻 if they are ALSO posting the content to their page, check to see if their demographics and audience actually benefit your brand. Ask to see their stats beforehand.
👉🏻 Do they have a work contract in place or will they agree to sign your own in the very least? Contracts are so important to hold both sides accountable
Let me know if you found this helpful! Feel free to reach out if you need any more guidance, I’m here to help
x Rebecca