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Selecting your dream team of creators.
Summary
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Pick vetted creators whose content aesthetic aligns close with your brand
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Get creative! Test out content for loyal and new audiences.
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The engagement numbers are helpful, but at the end of the day, great content performs well in ads.
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Influencer Marketing and UGC work best at scale. This means you get more fresh content in front of your consumers.
The engagement numbers are helpful, but at the end of the day, great content performs well in ads.
Influencer Marketing and UGC work best at scale. This means you get more fresh content in front of your consumers.
How to pick a creator?
At Trend, we have an amazing community of diverse content creators. Some accounts have a large following of over 100k while others have 5k. Some specialize in very specific culinary photos while others are a general lifestyle account. There are so many different options to choose from. So which accounts should you select for your campaign once you've started to receive applications?
The short answer is.. all of the above! Since we're an invite-only network, we've done the vetting for you to ensure that the accounts have a real following based in the U.S and create high-quality, professional content. It's your turn to vet them for the best fit with your brand.
By picking different accounts, you're ensuring you have a diverse and versatile stack of creative to repurpose for any occasion. For instance, take Goverre, a brand that makes high-quality, portable wine glasses so you can enjoy your wine anywhere.
Picking a dog account might not make a lot of sense (dogs don't drink wine) but it's actually still a great idea - when National Dog Day rolls around (August 26, for those not paying attention), you'll be ready to go with beautiful content to celebrate the day.
Picking varied accounts also means you're reaching new audiences and making them aware your product exists. Yes, it's important to hit up your existing demo, but if you never branch out how are other people going to learn about your brand? To keep it going with Goverre: it's true that not many dogs drink wine out of portable cups. But lots of people that follow dog accounts do drink wine, and would probably love to pour it into a neat portable cup when they go outdoors. And now they're aware that such a product exists.
It's also important to not get blinded by raw numbers. For instance, smaller accounts can have stronger engagement and a more loyal following than a huge account since it feels more intimate.
Maybe their photography better aligns with your aesthetic goals. A creator could have great engagement numbers but the aesthetic doesn't align with your brand. A great piece of content from a creator with a lower engagement rate has the potential to 4x your return on ad spend (ROAS).
Finally, influencer marketing works best at scale. Brands that experience success with influencers are not spending time agonizing over finding the "perfect" account that is tailor-made for them. Instead, they have broad parameters, and if an account fits, they'll work with them.
And of course, working through Trend means you can easily scale your campaigns as opposed to getting trapped in an endless logistical nightmare of negotiating rates, obtaining shipping info, tracking posts + analytics, and finding a way to get the content.
In sum, you should keep an open mind when going through applications. To be sure, some accounts will not be a fit, and no one is as knowledgeable about your brand as you.
The vast majority of applications will make for solid partnerships though. Our professional community of creators is well equipped to take your creative guidelines and run with them. They will produce for you a unique stack of content that will allow you to repurpose for any occasion, reach new audiences, and foster authentic relationships. Basically, the more the merrier!