New data from TikTok proves creator partnerships produce huge results for brands. Here's why creator content is a must-have for brands in 2022 and...
How to Find a Social Media Content Creator
A social media content creator can drive demand, provide user-generated content, and more. These tips to find creators can boost your brand's marketing.
Partnering with social media content creators is one of the best ways to boost your brand awareness, brand trust, demand and even conversions. But knowing which creators to partner with and getting them on board is easier said than done.
Between the time and effort involved to find someone in your niche, with an authentic following, whose content you like, plus the energy required to reach out and follow up, finding a social media content creator does require a bit of work up front.
If you’re unsure of where to start, or how to simplify the process, follow the tips below.
How to Find Social Media Content Creators
Finding social media content creators is a vital first step to getting your consumer-to-consumer marketing campaign off the ground.
As you begin your initial social media content creator outreach strategy, you'll want to decide a few things:
- How many creators you want to involve
- What their demographics are
- What kinds of content you find most valuable (tutorials, mentions, etc)
- And what kind of content aesthetic you hope to achieve.
Knowing these things before you begin your search will help to inform the types of creators you add to your outreach list versus the ones you determine aren't the best fit.
Important Note: Remember to build a list that far exceeds the number of creators you actually want to work with, as this will allow you to narrow down your top picks and also give you room to pivot when creators inevitably decline your offer.
Reaching out to creators can feel overwhelming at first, but there are a few simple ways you can get the ball rolling:
Choose Your Platform
First things first: choose your platform! Maybe you’re looking to increase your brand awareness across all social apps, or maybe you want to focus on one at a time. Whether you’re looking for TikTok, Instagram, YouTube, Pinterest or even Amazon influencers, remember to consider your target audience and which platforms they tend to spend the most time on before deciding which platform you’d like to begin your creator search on.
Unsure which platform is best for your goals? Start here:
- YouTube Sponsorships vs. TikTok Collabs
- TikTok vs. Instagram: What Marketers Need to Know
- YouTube Influencers vs. Instagram Influencers: Which One is Right for Your Campaign?
Look At Your Followers
Now that you’ve chosen your platform, it’s time to start sourcing. If you have no clue where to begin, start with your own followers! You might find that you have creators already following you who are a good fit for your target audience and aesthetic - and bonus, if they’re following your brand, it’s safe to assume they already think highly of you, which could mean they’ll be more likely to agree to a partnership. At the very least, you’ll gain a better understanding of your existing audience, and can use this information to springboard the rest of your discovery.
Search By Hashtags
With your branding and target audience in mind, start searching through related hashtags. For example, if you’re a cosmetics brand aiming for a bohemian feel, you may start with tags such as #beauty or #boholife. Give these tags a good scroll, and jot down any creators whose content you discovered and enjoyed.
Browse Discovery Pages
Whether it’s Explore, Trending, Following or For You Page, social media apps usually have a built-in feature for content discovery. Give these sections a browse, from your brand account to explore content from people you’re already following, find trending creators or get creator suggestions based on the content the app thinks your brand will love. Note or bookmark any eye-catching content you come across to reach out to later.
For more tips on finding influencers on the platform of your choice, check out these blogs:
- How to Find Influencers on TikTok
- How to Find Micro-Influencers on Instagram
- How to Find Instagram Influencers
- How to Find Influencers on Pinterest
- How to Find Micro-Influencers on YouTube
Utilize Influencer Marketing Platforms and Tools
If you’re struggling to find creators on your own, there are tons of platforms and tools that collect creator information for brands to sort through. Between the TikTok Creator library, influencer databases and influencer marketing platforms, there are tons of options to choose from. Keep in mind that each has its pros and cons.
While they allow you to access creator information in one location, the information isn’t always up-to-date, will still require company resources to manage, and may have other drawbacks, like not also offering a streamlined way to contact the creators.
If your internal resources are in short supply and your goal is to scale quickly and maximize your creator campaign, your best bet is to work with a consumer-to-consumer marketing platform that offers creator matchmaking, full-service campaign management, product shipping, reporting and more.
Narrow Down Your Creator List
Now that you’ve determined your social media platform of focus and jotted down your creator picks, it’s time to narrow down your list. Keep in mind not to narrow down too much, because there’s a good chance you’ll get your fair share of rejections.
When you’re perusing someone’s profile, how do you know if they are a good fit for your brand? Here are some key things to consider:
Do They Fall Within Your Target Demographic?
When you chose a creator who’s a part of your target audience, chances are a good chunk of their followers will share similar interests and traits (meaning they’ll likely fall within your target audience too!). Choosing solely based on aesthetic or follower count could ultimately hurt the quality of content produced, and won’t bring in the best results.
Creators bring the best results when sharing their honest experiences and reviews of a brand, so any creator you’ve got your eye on should be someone you genuinely think might care about your product.
This means you can choose to send your products to everyday consumers rather than solely creators with massive followings and get impactful, influential content as a result. This is the core principle of consumer-to-consumer marketing, or the way in which consumers discover products from the people they trust — each other.
How Are Their Engagement Rates?
Keep an eye out for creators who have especially engaged audiences that closely align with your target demographics. This includes taking note of both the quantity and quality of their comments — if the comments seem mostly fake and bot-like, they may have an artificially inflated engagement rate.
It’s important to note that engagement should trump follower count: a partnership with someone who has 100 followers who are receptive to the messages and recommendations a creator is making is more valuable than a partnership with someone who has 100,000 followers who are tuning out the creator’s content.
Do You Like Their Content?
One of the biggest perks to partnering with creators is the influx of user-generated content you’ll receive. Earned media, like visual user-generated content, can leave a big impression on consumers – not only do consumers tend to prefer UGC over branded content, but, with permission from the creator, you can also repurpose this content throughout your entire marketing funnel.
In order to reap these benefits, however, you have to enjoy the content the creators are producing! Aesthetics shouldn’t be the only thing you take into consideration when scoping out creators, but to get the most ROI, their content should at least match your brand’s style.
Is Their Content Generally Authentic?
The most important thing to remember is that you want your content, and the content of those posting about your brand, to be authentic, so anyone you’re considering working with should appear transparent and truthful online. Reputation is important, and working with a creator who has a history of posting about products they don’t actually care about won’t be likely to influence anyone. Stick to sincere product reviews from folks who would actually benefit from your product, and you’ll attract more authentic consumers who are genuinely interested – even if that means their post includes some product feedback that isn’t all positive.
Send an Email or DM
Once you’ve compiled a list of your dream creators to partner with, all that’s left to do is reach out! Whether it’s by email or direct message, you’ll want to craft a message that’s polite, but informative.
Lay out the details and expectations for both sides of the arrangement plainly. If you’re not sure where to start as a brand reaching out to a content creator, try one of these influencer outreach templates for inspiration. Just don’t forget to personalize them to the creator you’re contacting — no one likes receiving generic mass messages.
Want all the benefits of working with social media content creators without any of the legwork? Statusphere can secure creators in your niche posting about your products, and handle all the hard stuff for you — from sourcing to shipping – and we’ll even wrap up your campaign with a results report! Get in touch with our consumer-to-consumer marketing experts today to find out how we can land creator partners for your brand.