Affordable Ways to Find Content Creators for Your Brand

What Is a Content Creator?

A content creator is an internet user who partners with brands to produce authentic user-generated content (UGC) that engages the target audience.

These internet users can include employees, customers, professional UGC creators, and influencers.

Content creators can create different types of user-generated content, like blog posts, photos, videos, social media posts, and podcasts, to suit different platforms.

Most brands use creator marketing to capitalize on the power of social media.

Check out some of the main benefits of this marketing strategy next.

What Are the Benefits of Working with Content Creators?

According to the 2024 HubSpot State of Marketing Report, 29% of marketers actively use content marketing, and 50% intend to increase their content marketing budget in 2024.

However, creating killer content takes time, effort, and a lot of creativity, which is why content creators are in high demand.

The good news is that the benefits of working with creators go beyond simply sourcing content.

Here’s what else these collaborations can do for you:

✅ Build authenticity

A 2019 Stackla report found that consumers are 2.4 times more likely to consider UGC more authentic than brand-generated content.

After all, digital creators are real-life consumers sharing their personal experiences with a brand or product.

So, when a creator starts promoting your brand, the content feels more relatable and trustworthy than an impersonal or overly polished ad.

✅ Expand brand reach

Professional content creators already have a loyal following and will expose your brand to it.

The best part is that your brand will reach a highly engaged audience that will be more responsive to your products.

Of course, if you want to expand your brand’s reach even more, then you should get influencers to promote your products.

According to a 2024 Izea survey, influencers reach at least 83% of social media users between the ages of 18 and 60.

✅ Drive conversions and sales

Since the audience trusts UGC creators, they have the power to influence consumer behavior.

For instance, a UGC product review video can inspire social media users to visit your online store and even purchase.

In fact, the same 2024 Izea survey found that 51% of consumers have made a purchase after seeing a product used by an influencer.

✅ Cost-effective marketing strategy

Creator marketing is much more affordable than traditional advertising.

For instance, according to Beverly Boys Productions, the average cost of a TV commercial can range anywhere between $1,500 and $150,000.

However, content creators typically charge between $50 and $400, depending on various factors, like their number of followers, experience, and the campaign requirements.

Some creators even accept free brand products in exchange for creating UGC at zero cost, aka product seeding.

Moreover, creators know how to engage their audience through UGC, driving measurable results and a high ROI. 

Now, let’s see how you can find these gold mines.

10 Affordable Ways to Find Content Creators for Your Brand

Given all the spectacular benefits we’ve just listed, you should search for collaborators immediately.

Here are ten practical and budget-friendly ways to find content creators for your brand:

1. Leverage social media platforms

All UGC creators like to hang out on social media platforms like Facebook, Instagram, and TikTok.

However, you need to identify the digital creators specializing in your niche.

You can achieve this in two ways:

• Search by hashtag. Use Google to find the most popular hashtags in your niche and add them to your social media platform’s search bar. 

For a more targeted search, use highly specific hashtags, like #antiwrinkleserum.

• Use social listening. A social media user already advocating for your products will be a great collaborator. 

You can use tools like Hootsuite or Sprout Social to track all social media mentions of your brand.

Just a warning: sifting through all the search results and vetting potential collaborators is time-consuming and often inaccurate.

2. Use freelance platforms

You’ll find plenty of talented content creators on freelance platforms like Fiverr and Upwork.

Just post a job and wait for creators to apply.

Then, you can select the right person for the job by analyzing their account.

On these platforms, freelancers list their skills and portfolios, and you can even see their client reviews.

Moreover, since competition is fierce on these platforms, freelancers' rates are lower the less experience they have and the fewer completed jobs they have.

3. Host contests or challenges

Hosting a UGC contest or challenge on social media is a fun and effective way to find collaborators.

Offer one-of-a-kind prizes or discounts that will incentivize users to participate and then reward the most original UGC.

This strategy helps you collect large amounts of free UGC that you can not only repurpose but also use to identify the best creators among your audience.

Moreover, contests and challenges generate buzz around your brand, enhancing engagement.

Still, remember that you’ll rarely find highly skilled social media content creators among your followers.

4. Referrals from friends and family

Word-of-mouth referrals are free and effective.

After all, if a friend or family member has worked with a digital creator, they can attest to the creator’s skills and experience.

However, these referrals are valid only if your loved ones work in the same niche as your brand.

Likewise, if you’re looking for influencers in your industry, you can ask friends and family who they are following.

5. Tap into existing customers

Loyal customers make highly convincing and trustworthy brand ambassadors.

After all, these people are most familiar with your brand and products.

Moreover, customers who genuinely love your brand and want it to thrive might agree to create content in exchange for free products.

Sift through your follower base and identify the social media users already sharing UGC about your brand.

Since customers aren’t expert creators, you should carefully assess the quality of their content.

6. Online industry groups

Join online groups related to your niche on LinkedIn, Discord, and Facebook platforms.

Look for members who constantly share valuable industry insights or create engaging posts.

For instance, a user offering sound advice or sparking lively discussions might be a fitting collaborator for your brand.

Once you find a potential collaborator, have a talk to determine if they fit your brand and intended audience.

Before you shake hands on a partnership, you should test their content creation skills, as not everyone is a natural at content creation.

7. Partner with educational institutions

Media and marketing students are eager to show off their skills and build a portfolio for future employment.

The good news is that students are often willing to produce high-quality content at a fraction of the professional rates just to make a name for themselves.

Likewise, due to their young age, college students:

• Can bring a unique flair and creative vision to your content strategy.
• Are tech-savvy and don’t require a lot of training.
• Are experts in social media platforms and might even teach your staff new things.

Contact local universities, professional training centers, or creative programs to find enthusiastic students.

Just remember that student collaborations are typically short-term unless you choose to hire them full-time.

8. Networking events

Whether it’s an in-person mixer or a virtual summit, networking events are rich in creative talent.

Attend industry events where you can find digital creators eager to learn or connect with potential collaborators.

Strike up conversations, swap business cards and social handles, and make an appealing pitch.

Follow up after the event and schedule meetings with potential collaborators to learn more about them.

In addition, panel discussions and Q&A sessions are perfect for spotting creators who stand out.

9. Check out the competition

Always keep an eye on your competitors’ content strategies.

On the one hand, this careful observation can help you spot content weaknesses that you can exploit or gaps that your brand can fill.

On the other hand, you can get inspired by what the big names in the industry are doing and apply some of their winning strategies.

Ultimately, you can identify the best-performing creators who’ve worked with your competitors in the past and contact them.

These creatives have the know-how and experience to take your content strategy to the next level.

10. Join creator marketplaces

Join a creator marketplace, like our very own Insense, to gain access to an extensive database of content creators and influencers.

We save you precious time by carefully vetting each digital creator before they can join our content creator platform.

Besides, you won’t have to search for collaborators manually because we’ve automated this process (more on that later).

Moreover, we have over 20K members specializing in various industries, like:

• Beauty and care
• Fashion and style
• Gaming and technology
• Sport and fitness
• Health and wellness

Therefore, you’ll have no trouble identifying creators for your brand.

If you’re operating in a highly specialized niche, our scouts will search for and identify the best content creators for you.

We’ll give you more insights into what our versatile UGC platform offers later.

For now, let us give you some pointers on identifying professional UGC creators.

How to Identify a Professional Content Creator

Now that you know where to look for content creators, we’ll show you how to pick out the best UGC creators from the crowd.

Here’s a step-by-step guide to finding the most suitable collaborators for your brand:

Define your criteria

Before you begin your search, you must clearly define what you seek.

Identify the skills, style, and audience type you want in a creator. 

Are you after a witty storyteller, a UGC visuals expert, or a highly engaging influencer? 

Be as specific as possible in outlining your ideal collaborator to narrow down the search.

Assess your budget

While you can dream of working with a top-tier digital creator or a celebrity influencer, you probably won’t be able to afford it.

Therefore, you must first assess your company’s finances and determine how much you can realistically spend on a content creator.

Then, you can start looking for creatives who align with your budget.

Don’t worry; there’s a high-quality UGC creator for every budget.

Do your research

Skimming through a list of potential collaborators is a big no-no.

Instead, you should search hashtags, follow recommendations, and review creator portfolios.

An in-depth analysis of a creator’s past collaborations, content, and client reviews will give you all the insights you need to make an informed decision.

Determine their content quality

Quality is king in content marketing, so you should pay extra attention to this step.

Look at a creator’s UGC visuals, captions, and overall storytelling capabilities.

High-quality content should immediately catch your eye and make you stop scrolling.

So, you must avoid user-generated content that feels rushed, lacks creativity, or puts you to sleep. 

Evaluate their engagement metrics

A creator’s engagement rate is much more valuable than their follower count.

In fact, according to the HyperAuditor findings, as cited by Shopify, nano-influencers have the highest engagement rates (2.53%), while mega-influencers like celebrities have the lowest (0.92%).

This metric shows if a digital creator has a genuine connection with their audience, which can lead to meaningful brand interactions.

Examine the authenticity of their audience

If a social media profile has a huge following but an insignificant engagement rate, that’s a big red flag.

In many cases, these social media accounts use fake followers.

A spammy username and the lack of a profile photo and posts clearly indicate a fake account.

Of course, nobody has the time to manually check thousands of social media profiles, which is where tools like inBeat, Modash, or InsightIQ come in.

Ensure brand alignment

Content creators represent your brand online, so they must align with your brand’s image and values.

For instance, if your brand advocates for environmental protection, you must partner with a creator that promotes sustainable practices.

A creator’s content and values should feel like a natural extension of your brand.

Check posting frequency and consistency

Professional creators are very active on social media.

They constantly post new content, respond to comments, and share other posts.

After all, this consistency is what keeps their audience interested and engaged.

So, look for a hands-on digital creator to enhance your brand’s reach and engagement.

Look for authenticity and originality

According to the 2019 Stackla report, 90% of consumers decide which brands they like based on the brands’ level of authenticity.

Therefore, you must seek creators who bring fresh perspectives and genuine passion to the table.

Originality will make your content stand out, turning regular views into meaningful interactions.

Adherence to regulations

Make sure potential collaborators play by the rules.

For example, according to the US Federal Trade Commission (FTC) guidelines, influencers are legally obligated to disclose sponsored posts.

A professional content creator adheres to the applicable regulations and prioritizes ethics and transparency.

This compliance will reflect well on your brand’s image.

Next, we’ll share some of the most common challenges you might encounter while searching for creators.

Challenges of Finding the Right Content Creators and How Insense Helps Solve Them

As we mentioned, identifying the right content creators for your brand is challenging.

Therefore, we want to prepare you for the most common issues and show you how Insense can help you overcome them.

Here’s a quick rundown:

1. Too many options

You’ll find thousands of content creators online, so choosing the best person for the job can feel overwhelming.

Our Creator Marketplace solves this issue by offering you advanced filtering options.

You can narrow your search by social media platform, industry, and creator and audience demographics.

With just a few clicks, you’ll immediately get a list of all the creatives who match your criteria.

2. Complex negotiations and briefing

Reaching out to each potential collaborator and negotiating prices, deliverables, and usage rights is challenging and time-consuming.

The good news is that our Creative Brief and Direct Chat features simplify the entire process.

Creative Brief

This form acts as a creative brief and a legally binding contract.

You only need to fill out your campaign details, including the price range, the creative asset requirements, and the creator requirements.

The brief provides pre-made choices and hints so that even non-specialists can fill it out quickly.

Once you’re done, you can launch the brief and wait for creators to apply.

When a creator applies to your brief, they automatically agree to your campaign’s terms and conditions.

Direct Chat

Next, you pick the candidates you want to collaborate with and contact them through our Direct Chat.

You can quickly negotiate a fair price based on the campaign price range you’ve provided in the brief and the creator’s average rate shown on their Insense profile.

Once this formality is out of the way, you will use Direct Chat to communicate with the creator in real time throughout your collaboration.

You’ll also receive the UGC and approve creator payments in the Direct Chat.

3. Assessing quality and performance

Without a proven track record, it’s impossible to tell if a digital creator can create high-quality UGC that gets results.

Likewise, without comprehensive analytics, you won’t know if your UGC campaign is performing well and generating a high ROI.

Don’t worry; we’ve got you covered.

Creator Profile

Before you pick a collaborator, you can check their engagement rate, reach, impressions, and CPE on their Insense profile.

Moreover, you can see the creator’s portfolio, client ratings, and reviews.

Using all this information, you can decide if a potential collaborator fits your brand.

Performance

Our Performance feature tracks and measures all your UGC campaigns and delivers real-time insights into their performance.

Using the intuitive data visualization dashboard, you can monitor:

• Creator collaborations
• Post performance
• Platform spending

Based on this data, you can effectively identify your campaigns' and collaborations' strengths and weaknesses and optimize accordingly.

Now, let’s wrap this up.

Over to You!

The good news is that finding content creators for your brand doesn’t have to drain your budget.

As you can see, there are plenty of effective and affordable strategies you can try.

However, if you want to save time and work with vetted creators, Insense is your go-to solution.

Book a demo with Insense to discover everything we have to offer.