Creators are not just a window to culture - they help to define it and shape it. They’re also an important reason why people come to platforms like Instagram and Facebook every day.
Organizations can partner with creators to help achieve different goals: for example, raise awareness, inform about an issue, drive donations or even change behavior. Creators can bring an authentic voice to a story, and their communities tend to trust them more than organizations. They can also help reach new and engaged audiences who are in the mindset to discover and connect.
So how can your organization partner with creators? Here are 5 steps when working with creators:
1) Define your objective
Before searching and reaching out to creators, it is important to define the objective of the partnership:
Consider how creators fit into your overall strategy and if you are looking for a one-off collaboration or a long term partnership.
2) Discover creators you would like to partner with
Identify creators who share your values, and have a connection to your cause. To find the right creators, you can:
You can also work with marketing agencies or partner with one of our approved Meta Business Partners to establish creator partnerships.
3) Brief the creator and co-create
Co-create and collaborate during the entire process by listening to their ideas and creative suggestions. Be open to thinking differently, embracing platform-native approaches and empowering them to have fun with formats.
To help co-create effectively, consider a creator brief that includes:
Don’t forget the contract! Things to cover can include but are not limited to deliverables, approval processes, usage rights, payment, territories, disclosures, exclusivity, and non-compete terms.
Pro Tip: Consider Reels - Meta’s fastest growing format with more than 140 billion Reels plays across Facebook and Instagram each day. (1)
4) Scale your campaign to reach more people
After co-creating, turn your ideas into a campaign on Facebook and Instagram. The campaign can come from both your nonprofit and creator’s handles by leveraging branded content.
5) Measure, evaluate and iterate
Finally, incorporate measurement to improve your creator strategy over time. You can leverage our Meta Measurement solutions to understand the impact of creators’ marketing on KPIs and verify your hypothesis.
(1) Meta internal data, March 2023