A big thank you to Ad Age for having our Founder and CEO, Cole Mason, Emilie Bridon at Microsoft, and our Creative Director, John Mathieu, at the Next Gen Marketing Summit to chat about the evolution of creator marketing and how brands can truly maximize their impact 🚀
The days of just finding creators and paying them to post are long gone. Today, successful creator campaigns require three essential pillars:
✅ Finding the right creators – not just based on reach, but on authenticity and audience alignment.
✅ World-class creative – content that resonates, because only ~10% of a creator’s audience sees an organic post.
✅ A strong media practice – ensuring that great content reaches the right people at scale.
Cole, can you talk a little bit more about finding the right type of creators there and how did you go about doing that? And you know, what's what was different about pairing creatives who an art event versus more traditional technology? When selecting creators for any partnership, authenticity and audience alignment is everything. So I'm just about finding creators with the largest reach. It's about finding the creators who are going to be able to speak to the product and a real and engaging way. And creators have the ability to speak to AI where it can help elevate human artistry and not replace it. The way that we look at matching the right graders with the right brands is 1, You have to do it through hiring the best team in the industry. We brought on the best team in front in the industry across all departments. 2 is we've invested in AI since day one. There's 50 million craters in the world today. You're not going to be able to manually find the right creator just by swiping for TikTok. You have to have technology. But what we're talking about finding the right creators and do want to point out that is only 33%. Of the pie, the other 33% is you have to have world class creative and then you have a 33% is you have to have a world class media practice. Because when you look at building out a full funnel greater marketing campaign today, you have to have all three. Because greater marketing has moved a really long way from just finding craters and paying them. Because when you think of a creator's audience, only 10% of creators audience sees their content that they're posting. So what does that mean? If you're going to do a large scale campaign, you have to have creative that's really gonna resonate because you're going to be putting a lot of paid media dollars behind it. And a lot of the companies in our space either fit in one of two buckets. 1 is they're a fully self-serve platform, like a, like a SAS platform that majority of them operate away where they scrape a lot of data and then you can go on and search through the scrape data. But then it requires the brand to have a lot of expertise across a lot of different fields and then they don't do. Creative and they don't do medias. Then you have you're working with multiple shops and then you have the full service agencies. And then the way the full service agencies operate is in most cases it's very not cost efficient and not very effective just be due to resource constraints because they're not going to be able to go and find the best graders. So the way that my position pair pop is we take the best of both worlds where we have the technology to be able to help find the perfect creators for the campaign. We have the best creative talent. John and others. And then we've got the best media practice.
Head of Strategy @ Cosign
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