In the development of campaigns with content creators there have been many modalities, among which three types prevail:
1. Creators who want to become digital celebrities and build a career, a personal brand.
2. Those that become content amplifiers, that is, those that simply amplify a message with a high reach but fail to impact their audience, since they spend their time spreading commercial messages; for that reason they lose credibility with their audience and fail to form a community.
3. The micro and nano influencers that more than defining them by having between 1,000 and 5,000 followers, they are creators of niche topics or local markets, and their expertise in certain topics is what allows them to have an important value.
However, locating what type of content creator is only one of the important parts when evaluating their profile and hiring them. So here are five things to keep in mind:
1. Study the profiles of the creators and see all their videos
Just as it is important to study your analytics and understand that their audience is aligned with your target audience, it is also necessary to know the history of the creator. The advantage of the creators is that everything they do is recorded in a history and, in order not to be surprised, it is good to see how you have managed your working relationships with the brands you have worked for so as not to be surprised. Understand that they have a positive message in their videos, that they have a spirit of building and not destroying.
In addition, being able to identify if it is a influencer aspirational or content so that when you create the strategy you can know what activities you should do. Brands are responsible for doing the extensive research so that the creator they choose as an ambassador actually represents them as a brand.
2. Evaluate that your reach and engagement are consistent
By evaluating your social media profiles you can see the average reach and comments you have and compare them to the time you generate them; this is key to see if you have an active community with engagement or allows you to discover if there are purchased followers.
In addition, the comments can be evaluated, how positive or negative they are. This will let you know how real what they are selling you is and ensures that you can get the results you expect.
3. Evaluate that it is not oversold
Many times there are content amplifiers that pretend to be digital celebrities showing great reach, but with very low results because there is no interest from the audience for their posts. Usually this is due to a loss of credibility due to over display of products in your timelines that end up looking like infomercials.