How Can Brands Find Right Creators for Their Content Strategies, Expert Weighs In

With the rapid development of social media, Lightricks vice president of brand collaboration Corbett Drummey believes content creators have emerged as a "new form of media in the brand ecosystem." 

Drummey shared with Spotlight the different methods brands can adopt to find the right influencers and content creators to partner with.

For him, the first and often easiest step is to review the creator's content to see if it aligns with the style of the brand. 

He then encourages brands to leverage real-time data. " If [you're] using creators as influencers, it’s important to have a technology partner who can provide analytics to identify creators who line up with your targeted audience and so you can monitor the performance of their post," he explained. 

However, Drummey also says it's important not to overlook creators with great content but without much reach, as brands can amplify their assets with paid spend and target the specific audience they're looking for. "It’s also key to understand what is trending and relevant for your brand, as content and trends get stale quickly," he added. 

Lastly, the Lightricks VP encourages brands to experiment as he believes the most important part of the whole process is testing and learning. 

"[T]ry partnerships with a variety of creators, content types, and channels, double-down on what’s working and let go of what’s not," Drummey shared.

Meanwhile, the Popular Pays co-founder also shared tips for creators seeking brand partnerships. 

Drummey also explained that if creators feel like they're compromising their feed for a sponsored post, then "it's not a good long-term fit." 

"Consistency in style, tone, and values will attract compatible partnerships," he explained.