Creator posts: the good and the bad
I've always been amazed by the creativity and excellence of both our community of content creators as well as the brands who they collaborate with. At Revfluence, our goal is to provide a platform that helps both groups find each other and create amazing content. Some of that content is effective, others not so much. Here are some helpful tips we've seen work really well for our most successful brands. 1) The post should highlight the product as the focal point of attention.
This is obvious, but might make the biggest difference we've seen between effective and ineffective creator posts. Even if the creator tags you in the caption, if your product is buried or hidden as a small part of the photo, you'll only receive a small fraction of the uplift of the benefit. Therefore, make sure your product is properly highlighted. For jewelry and accessories, try to negotiate for a close-up of the product. If you're doing food or recipes, try to get a foodie pic that takes up most of the shot. It'll make all the difference.
Good: Q&Q collaboration with Blake Scott, clearly highlighting the watch.
Not as good: accessories take a backseat to the full-body photo, despite shoutouts in the caption.
2) The caption should include some kind of call to action to follow your brand's IG account, participate in a contest, check out the website, etc.
As I've written here, the goal of most creator posts should be to gain new fans and followers for your Instagram account, but many successful campaigns drive participation in contests, engagement in real-world events or traffic to a particular product/website. Regardless of the success metric, each post needs to have a very clear call to action around WHAT the audience should be excited about and HOW they can participate. Whether it's "follow @yourIGaccount to get weekly discounts!" or "comment with #yourhashtag to participate in this month's giveaway!" , the best posts tend to have action verbs that convert casual viewers into fans.
The difference between just tagging @yourIGaccount and "follow @yourIGaccount to see their selection"can be up to 2x more followers to your account. A contest can generate up to 3-4x more followers.
3) The post must feel authentic to the existing followers of that creator's account.
Most importantly, creator posts cannot feel forced. As covered here, today's audiences are savvy enough to figure out when creators truly believe in the brand that they are advocating for, which means that no matter what the action is that you're calling for, the content must feel natural in the feed of that creator.
What to try to avoid:
- Re-posting advertisements instead of having creators post their own picture
- Captions that sound too salesy (something the creator would never say naturally)
- Text pasted on top of the image that is defined by the brand
- Spamming the same hashtag or @tag multiple times
Example: this post received less than 20% of the average engagement of the creator's normal posts, because it is so clearly an ad.
Try not to put too many strict rules around what content creators can post so that they can find their own voice to speak for your brand. You'll get more fans for it!