Working with Creators: No one wants to track stats, but it's the only thing that matters
I've been working with creator campaigns for a bit now. Everyone "knows" which creators are "worth it" and which ones aren't. But almost nobody can actually back said worth with numbers, just feel, or this creator has the most followers, etc. Or a vague memory of "oh they were nice to work with"
I get why, tracking this stuff is a tedious pain. I've started forcing myself to look at a few specifics even time, and its changed who I'd rehire.
This is what I'm looking at/focusing on:
- Engagement > follower count. Follower account and a creators price does not equate to "worth it." Actually pulling these numbers can show that a smaller creator who matches your niche and messaging will convert more than a "top tier" creator.
- Conversion speed: some creators get an immediate spike. others build slower over a couple weeks. If you're only checking the first 2-7 days, you may be/likely are missing out on what people are actually doing for you.
- Cost per result, broken out: cost per view, cost per click, cost per conversion are not the same number. I used to lump them together. Someone can be cheap views and expensive sales at the same time.
- Who you actually rehire vs who actually performs. Went back and checked rehires against performs. The overlap was smaller than I expected. A lot of rehiring happens because someone was easy to work with (always nice to have!), but not because the numbers said they did well.
None of this is fast to track, and it goes stale fast too. Curious to know how much time it's actually eating for people, and how you're managing tracking creator campaigns.
Be blessed