The Most Important Metrics Brands Look for When Hiring Creators

Ever wonder what brands really want when they hire content creators? The answer might surprise you. It’s not just about having a massive following.

Being in the online marketing space for the past 12 years has taught me a lot about what it really takes to make a good living online. It is much more about connection and trust than you may realize.

I think its human nature to think that large followings, flashy objects and perfection are the way to be successful. This might be true in some cases but its definitely not the only way to be successful. As a matter of fact, I will go ahead and tell you that its not the main way to be successful.

Instead of seeing the forward facing products/services, size of the company and other visuals associated with a brand, or even creators you admire, I want you to see everything as a single person or team of people. There are people behind every brand and they want to find someone who fits in with their voice and their mission.

For this reason, oftentimes brands are more interested in how well you connect with your audience and the value you bring to their campaigns. Let’s break down the most important metrics and qualities that brands look for so you can position yourself as their top choice.

What’s MOST Important – 7 Strategy Focus

1. Strong Engagement Rates: Engagement rates are a key metric that brands rely on to gauge how well a creator connects with their audience. A high engagement rate indicates that your followers are genuinely interested in your content and trust your recommendations.
   Aim for at least 2-3% engagement (or higher for smaller audiences) to stand out. Tools like Instagram Insights or third-party platforms can help you track and improve your engagement metrics.
2. Visually-Appealing Photos/Videos: Quality content is non-negotiable. Brands seek creators who produce visually stunning and professional-looking photos and videos.
   Whether you’re shooting with a high-end camera or a smartphone, focus on good lighting, thoughtful composition, and on-brand aesthetics.
   Polish your editing skills to take your visuals to the next level.
3. Delivering on Time & Being Responsive: Punctuality and communication are crucial. Brands work on tight schedules, and missing deadlines can derail an entire campaign.
   Show that you’re reliable by responding promptly to emails and delivering content on time. Set reminders and organize your workflow to meet deadlines consistently.
4. Following Directions: Pay close attention to campaign briefs and guidelines. Brands appreciate creators who can execute their vision accurately while still adding a personal touch.
   Read all instructions carefully, clarify any doubts, and stick to the agreed-upon plan.
5. Consistent FTC Compliance/Disclosures: Transparency is essential in influencer marketing. Make sure to disclose sponsored content clearly to maintain trust with your audience and comply with FTC guidelines.
   Use terms like “#ad” or “sponsored” in a visible manner, and educate yourself on the latest disclosure requirements. If the brand asks you to leave these out do not work with them. No matter how much they’re paying its not worth it to lose everything you have, be sued and potentially losing your entire business altogether.
6. A Mix of Sponsored and Original Posts: Brands prefer creators who strike a balance between paid collaborations and organic content. A feed that’s too heavy on sponsorships can come across as inauthentic.
   Keep your content fresh by sharing personal stories, behind-the-scenes moments, and posts that reflect your unique voice.
7. Clear and Clever Product Positioning: How you present a product matters. Brands look for creators who can seamlessly integrate products into their content in a natural, creative way. Avoid hard sells and focus on storytelling that resonates with your audience.

What’s MODERATELY Important

1. A Clear Voice and/or Niche: While versatility can be an asset, having a clear niche or unique voice makes it easier for brands to identify if you’re a good fit for their campaigns. Whether it’s beauty, tech, or parenting, double down on your niche to attract the right opportunities.
2. Well-Written Content: Captions and copy are often overlooked, but they play a significant role in conveying your message. Brands appreciate creators who craft thoughtful, engaging, and error-free captions. Take time to proofread and inject personality into your writing.
3. Knowing Your Audience: Understanding your audience’s demographics, interests, and preferences is a major plus. Brands value creators who can provide insights into their followers and create content that aligns with their audience’s interests. Use analytics tools to gather and share this data with potential brand partners.
4. Being Kind and Easy to Work With: Professionalism and a positive attitude go a long way. Brands want to collaborate with creators who are approachable, communicative, and solution-oriented. Build relationships by maintaining a friendly and respectful demeanor throughout the partnership.
5. Applying for Relevant Campaigns: Focus on quality over quantity when applying for campaigns. Brands notice when creators apply for every opportunity indiscriminately. Instead, target campaigns that align with your content style, niche, and audience.

What’s NOT as Important

1. Follower Count: Contrary to popular belief, the number of followers you have is not the end-all-be-all. Many brands prioritize micro and nano influencers because of their highly engaged audiences and authentic connections. If your follower count is modest, don’t be discouraged—focus on building trust and delivering value.
2. Frequency of Being Hired: Keep in mind that the creator economy is competitive. With thousands of creators vying for opportunities, it’s natural not to land every partnership. Patience and perseverance are key. Stay proactive, refine your pitch, and consistently deliver quality content to increase your chances of success.

Additional Considerations

1. Client Guidelines and Demographics: Sometimes, brand campaigns have specific requirements, such as targeting certain states, age groups, or demographics. While this may limit opportunities, it’s often out of the creator’s control. Keep an open mind and explore diverse opportunities that match your profile.
2. Diversity and Inclusion: Brands are increasingly committed to representing a broad range of races, ethnicities, genders, ages, and experience levels in their campaigns. Highlighting your unique perspective can set you apart and make you a valuable asset in promoting inclusivity.
3. Adaptability and Flexibility: Campaigns often evolve, and brands value creators who can adapt to new directions or feedback. Show your willingness to collaborate and adjust to ensure the best possible outcome for both parties.

Key Takeaways

• Focus on improving your engagement rates and content quality.
• Be professional, timely, and easy to work with.
• Balance sponsored posts with organic content to maintain authenticity.
• Understand your audience and align your niche with relevant campaigns.
• Don’t stress over follower count. Quality engagement matters more.

By prioritizing these metrics and qualities, you’ll position yourself as a top choice for brand collaborations. Building relationships with brands is a journey, not a sprint. Stay consistent, be patient, and keep refining your craft.

If you want to dive deeper into mastering the art of securing sponsorship deals, check out my review of the Brand Deal Wizard course. This comprehensive resource can help you elevate your creator journey and secure the partnerships you deserve.