Identifying new creator partners can often feel like searching for a needle in a haystack. Even after finding potential collaborators, there\u2019s 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?<\/p>\n
In this article, we will summarize insights from a recent event featuring Shari Nowroozi, Head of Advocacy and Influencer Marketing at L\u2019Or\u00e9al 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!<\/p>\n
While starting with your existing advocates is beneficial, it shouldn\u2019t 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.<\/p>\n
\u201cSeeding is the best way to grab a creator\u2019s attention, so you want to make it a good experience. If you\u2019re sending them coupons or vouchers, that\u2019s an extra step that your creator needs to take when they\u2019re likely already receiving dozens of packages from your competitors every day,\u201d says Shari Nowroozi.<\/p>\n
Once you\u2019ve pinpointed new creators to collaborate with\u2014who may not yet know about your brand\u2014the 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\u2019Or\u00e9al\u2019s influencer strategy.<\/p>\n
To create a buzz around your brand, you need to seed products at scale. However, this doesn\u2019t mean sending products to every influencer you encounter on platforms like TikTok. According to Traackr\u2019s State of Product Seeding report, 38% of marketers send fewer than 100 packages to influencers annually.<\/p>\n
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.<\/p>\n
\u201cI need to at least have some commonality with the brand for the partnership to be successful. Yes, it\u2019s about authenticity, but it\u2019s also about how to create and produce the content,\u201d explains Tara Sighari. \u201cFor example, I\u2019m terrible at cooking, so if a cooking company asks me to do a paid partnership, it\u2019s not going to turn out well because I\u2019m not going to make a good video using their products, and my audience will see right through it.\u201d<\/p>\n
Top creators like Tara often receive numerous PR packages daily, so it\u2019s 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.<\/p>\n
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.<\/p>\n
To truly capture a creator\u2019s 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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
It\u2019s 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.<\/p>\n
Product seeding is cost-effective, fosters authentic relationships, and can lead to increased brand visibility and engagement through organic content creation by creators.<\/p>\n","protected":false},"excerpt":{"rendered":"Identifying new creator partners can often feel like searching for a needle in a haystack. Even after finding potential collaborators, there\u2019s no assurance they are familiar with your brand or inte\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1752","post","type-post","status-publish","format-standard","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/influencerswiki.org\/blog\/wp-json\/wp\/v2\/posts\/1752","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/influencerswiki.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/influencerswiki.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/influencerswiki.org\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/influencerswiki.org\/blog\/wp-json\/wp\/v2\/comments?post=1752"}],"version-history":[{"count":0,"href":"https:\/\/influencerswiki.org\/blog\/wp-json\/wp\/v2\/posts\/1752\/revisions"}],"wp:attachment":[{"href":"https:\/\/influencerswiki.org\/blog\/wp-json\/wp\/v2\/media?parent=1752"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/influencerswiki.org\/blog\/wp-json\/wp\/v2\/categories?post=1752"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/influencerswiki.org\/blog\/wp-json\/wp\/v2\/tags?post=1752"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}