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Finding the perfect content creator for your brand can be a daunting task, but it’s a lot easier if you lay the groundwork beforehand.
But first, you may be asking yourself what is a content creator and what can they do for my brand?
A content creator is someone who creates content for brands, typically to help brands to gain visibility, engage with an audience, and/or drive sales. More than ever, and with the rise in video content, brands require SO much content to keep communication rolling, and that’s where content creators some in.
Content creators are sometimes professional full-time photographers, videographers and creators, while other times, they’re creating content as a side-hustle or part-time job. You might also hear them referred to as UGC Creators, which means User Generated Content Creators.
People tend to get influencers and content creators mixed up. While influencers can provide content creation services, their main service (and source of income!) is bringing awareness and clout to a brand by sharing branded content with their audience. (Check out our blog post about how to work with influencers.)
Content creators are skilled at storytelling using visual methods and can be hired by brands to create content for their social media accounts, websites, and other marketing materials, without posting on their own accounts. The content can also be used for organic social posts or social ads.
Think about the brands you follow on social media and the content they create – chances are, some of it is created by one of multiple content creators!
For the sake of this post, we’ll focus on hiring content creators to create content for social media.
Now that you know what a UGC creator is and what a content creator can do, here are some tips for finding the perfect content creator for your brand:
DEFINE YOUR GOALS: Before you start your search, it’s important to define your goals. What kind of content are you looking for? What platforms will you be using? How often will you need content? Will you be providing all of the direction for the content or will you only be providing a concept and asking them to create a piece of content that would achieve a specific goal for you? Answering these questions will help you narrow down your search and make it easier to find the perfect content creator for your brand.
RESEARCH: Take some time to research content creators who specialize in the type of content you’re looking for. Look at their portfolio and social media accounts to get an idea of their style and the kind of content they create.
ASK FOR EXAMPLES: Before you hire a content creator, ask them to provide samples of their work in various forms. Getting examples of the different styles of photos/videos you would want them to create is key. This will help you get an idea of the quality of their work and make sure they’re a good fit for your brand.
REACH OUT: Once you’ve identified some potential content creators, reach out to them via email. Make sure to introduce yourself, and tell them a little bit about your brand and why you think they’d be a good fit. We’ve created a FREE Creator Outreach Email Template that takes all of the guesswork out of what to say and how to say it – finding ideal content creators can be quite competitive, so our template will be the key in securing the best creators. DOWNLOAD THE CONTENT CREATOR OUTREACH EMAIL TEMPLATE FOR FREE
Tips for Evaluating Content Creators
Once you’ve identified some potential content creators, it’s important to do a little more leg work in order to make sure they’re a good fit for your brand. Doing this will save you a lot of trial and error!
Here are some tips on how to choose a social media content creator:
LOOK AT THEIR PORTFOLIO: Take some time to look at the content creator’s portfolio to get an idea of their style and the kinds of projects they’ve worked on. This will help you get an idea of their level of expertise and whether or not they’re a good fit for your brand. Make sure to look for examples that could fit your brand and don’t be afraid to ask them for something specific you don’t see if it helps you make an informed decision.
CHECK REVIEWS & TESTIMONIALS: Check the content creator’s reviews and testimonials to make sure they have a good track record. This will help you get an idea of their work ethic and professionalism. Asking them for the workflow process they follow can also be helpful.
ASK FOR REFERENCES: Ask the content creator for references from past clients. This will help you get an idea of their experience and the quality of their work.
EVALUATE THEIR SOCIAL MEDIA PRESENCE: Take some time to evaluate the content creator’s social media presence. This will help you get an idea of their style and the kind of content they create.
If your research is looking good and you’re feeling confident that the content creator can create the style and type of content you need, it’s time to work out the details of the campaign, agree on compensation and sign a contract.
We’ll cover more of those details in future blog posts about hiring content creators, so stay tuned and say hi on Instagram!