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3 Ways Creator Platforms Help You Build Better Campaigns

Influencers have evolved. The democratization of content creation makes it possible for anyone, anywhere to be influential. This has opened the door to the next phase of the influencer industry: creator marketing within a creator economy that includes everyone from big-name celebrities to micro-influencers who specialize in specific topics and audiences.

Creators are shaping culture, mobilizing communities and helping brands drive customer relationships and performance through authentic connections. That’s why Meta is investing $1 billion in programs that give creators new ways to earn money for what they create, and building resources and tools for businesses to easily connect with creators.

When considering creator marketing, many brands may ask questions ranging from how to find the right creator, to planning creative, to leveraging creator ads with other marketing strategies. No matter where you are in your creator marketing journey, it’s a good idea to start by partnering with a creator marketing platform. These are third-party partners called Meta Business Partners (MBPs) that provide end-to-end solutions for managing creator campaigns, whether you’re just getting started or already have an advanced omnichannel strategy. 

In a recent analysis of a series of AB tests across 15 global advertisers run by the sales teams, marketing science partner and the data science team, Meta found that including creator branded content ads in campaigns while working with MBPs reduced cost per acquisitions (CPA) by 19% and increased clickthrough rates by 15%.

Let’s look at three ways creator platforms build better campaigns.

1. Help you find the right creators

The creator ecosystem has grown tremendously in the past few years, leaving you with many options to choose from. The first step is finding someone who fits your brand, audience and objective. How do you decide?

Creator platforms offer technologies to help you find the right fit. Each creator option is scaled to your budget and carefully vetted to minimize fraud and preserve brand safety. Additionally, these platforms help you craft better briefs, coordinate creator content with your other marketing, easily handle contracts, payments and rights approvals, and more.

Wireless provider TruConnect, for example, used Meta Business Partner Popular Pays’ streamlined briefing process to source creators within target geographies, then leveraged its content tools to easily review creative, submit edits and approve content.

2. Enable scale that’s tailored to your business

Just as no two creators are alike, no two businesses have the same marketing needs. Fortunately, creator platforms are designed to scale. Your choice of service is as customizable as your range of creative options.

These platforms provide bespoke solutions tailored to your needs—everything from managed services that pair you with creative teams to build campaigns from brief to execution, to advanced, self-service options powered by technology, to hybrid services that combine elements of both.

Sleepwear brand Little Sleepies leveraged Popular Pays’ streamlined briefing process to source and identify “mom-fluencers” who could tell the brand’s story from their experience. Using a hybrid model, Little Sleepies worked together with Popular Pays’ client service team to review applicants’ first-party analytics and applications and find the best fit.

By sourcing authentic, relatable content from creators, the team built a campaign that delivered a 76% increase in return on ad spend.

3. Yield insights that drive business outcomes

Creator marketing can be a great way to drive both upper- and lower-funnel objectives. Advertisers can use creator content for organic, boost it as paid content and even leverage the assets across other paid channels marketing as well.

To calibrate the approach that works best for your business, you need data-driven insights. That’s where creator platforms come in—they leverage strong measurement tools to provide you with actionable, real-time campaign data.

Viator, a travel experiences company, used Social Native’s powerful content engine to generate creator-led content quickly and effectively, then tested the impact of adding it to its traditional ad mix. This helped the company determine if creator marketing impacted both upper- and lower-funnel metrics within its ad spend, and yielded data-backed insights to show which creative elements drove results.

The campaign lowered CPAs by nearly 60% and increased link clicks by more than 38%, which resulted in creator marketing becoming a core pillar of its strategy moving forward.

The creator revolution is here

Creators are the next generation of brand building and performance. Already, 87% of consumers follow creators on Meta platforms, and 78% of consumers say creators are influential in helping them discover new brands, according to the Meta-commissioned “Role of Creator Marketing Study” by Crowd DNA. For businesses looking to build more diverse branding campaigns, leveraging Meta Business Partners and how to best utilize top creators can be key to staying ahead of the curve. Meta’s recent investment will not only provide creators with new ways to earn money for what they create, but also keep the momentum going amid the new revolution.