Creator strategy
Decide who you are talking to, and which creators can carry it, before a single booking.
Creator strategy is the layer that sets positioning, audience and creator thesis — and the funnel logic those choices are meant to serve.
The business problem
Most brands start creator marketing at the booking stage: a list of names, a budget and a launch date. Strategy gets reverse-engineered from whoever signed. The result is spend without a thesis and reporting that can only describe what happened, never why.
Our point of view
What this brand credibly stands for in the feed, in one sentence a creator could repeat.
The specific person we're moving, and the decision we're moving them toward.
The kinds of voices that can carry the positioning to that audience — fit before count.
How attention is supposed to become action, so measurement has something to test.
Do
- Decide creator strategy before the booking stage.
- Wire it into one operating model, not a separate deck.
- Measure it as a live metric, not a post-mortem.
Don’t
- Reverse-engineer strategy from whoever signed.
- Let it live in email, chat and spreadsheets.
- Treat variance and failure as the same thing.