Identifying new creator partners can often feel like searching for a needle in a haystack. Even after finding potential collaborators, there’s no assurance they are familiar with your brand or interested in participating in your campaigns. So, how can you effectively engage and create awareness among your ideal partners?
In this article, we will summarize insights from a recent event featuring Shari Nowroozi, Head of Advocacy and Influencer Marketing at L’Oréal Luxe Canada, and prominent content creator Tara Sighari. They shared valuable perspectives from both marketing and creator angles on how brands can successfully find new creator partners suitable for their influencer marketing initiatives. Specifically, they provided three actionable strategies for leveraging product seeding to attract new creators. Read on to explore these insights!
Effective Strategies for Finding New Creator Partners
Maximize Awareness Through Strategic Product Seeding
While starting with your existing advocates is beneficial, it shouldn’t be your sole approach. For smaller brands still gaining traction among creators and on social media, expanding your outreach is essential. One of the most effective methods for increasing visibility among creators is through product seeding.
“Seeding is the best way to grab a creator’s attention, so you want to make it a good experience. If you’re sending them coupons or vouchers, that’s an extra step that your creator needs to take when they’re likely already receiving dozens of packages from your competitors every day,” says Shari Nowroozi.
Once you’ve pinpointed new creators to collaborate with—who may not yet know about your brand—the next step is to spark their interest. Gifting or seeding free products is the top strategy for attracting new creators. According to Shari, product seeding is not only the most effective way to engage creators but also the most cost-efficient compared to paid campaigns and events, making it a cornerstone of L’Oréal’s influencer strategy.
Three Key Product Seeding Strategies
1. Target the Right Creators
To create a buzz around your brand, you need to seed products at scale. However, this doesn’t mean sending products to every influencer you encounter on platforms like TikTok. According to Traackr’s State of Product Seeding report, 38% of marketers send fewer than 100 packages to influencers annually.
Start by identifying creators who are already mentioning your brand or utilize influencer marketing platforms to find creators aligned with your niche. Gradually build your list and expand your outreach to more engaged creators.
“I need to at least have some commonality with the brand for the partnership to be successful. Yes, it’s about authenticity, but it’s also about how to create and produce the content,” explains Tara Sighari. “For example, I’m terrible at cooking, so if a cooking company asks me to do a paid partnership, it’s not going to turn out well because I’m not going to make a good video using their products, and my audience will see right through it.”
2. Regularly Gift Your Potential Creator Partners
Top creators like Tara often receive numerous PR packages daily, so it’s crucial to stay top-of-mind by consistently sending them products. Shari recommends maintaining contact at least once a quarter, or ideally 2-3 times if possible.
Not every gift needs to be extravagant; it can simply be a product the creator already uses and is likely to run out of. Tara appreciates receiving products that she actively uses, as it enhances authenticity in her content.
3. Create Engaging Experiences Around Your Products
To truly capture a creator’s attention, consider crafting unique experiences around your product offerings. This could involve exclusive events, personalized notes, or interactive campaigns that encourage creators to engage with your brand meaningfully.
Conclusion
Finding new creator partners requires a strategic approach that combines effective product seeding with genuine engagement. By targeting the right creators, maintaining regular contact, and creating memorable experiences, brands can significantly enhance their influencer marketing efforts.
Frequently Asked Questions (FAQ)
What is product seeding?
Product seeding involves sending free products to creators to generate awareness and interest in your brand, encouraging them to share their experiences with their audience.
How can I identify the right creators for my brand?
Utilize influencer marketing platforms to find creators who align with your brand values and audience. Look for those already mentioning your brand or similar products.
How often should I send products to creators?
It’s advisable to maintain contact with potential creator partners at least once a quarter, or more frequently if possible, to keep your brand top-of-mind.
What are the benefits of product seeding?
Product seeding is cost-effective, fosters authentic relationships, and can lead to increased brand visibility and engagement through organic content creation by creators.
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