Creator.co

Creator.co has demonstrated a keen understanding of the market they’re trying to serve, pretty much since the company incorporated in 2016. Back then, and when they launched their platform in 2018, it was called Shop and Shout; it launched as an Influencer Marketplace, at a time when influencer marketplaces were overloading the industry. But Shop and Shout was unique, focusing on small businesses and micro influencers—but giving them the kind of insights and business intelligence usually reserved for much bigger brands.

将日历转到今天，该公司最近对Creator的重塑品牌。Co似乎是尝试迈向最新趋势的尝试 - 毕竟，每个人都在谈论创作者的经济。不过，在看到平台成功背后的是什么，重塑品牌更像是试图回收其正确的东西。不管它叫什么，该平台的重点都与内容的创建一样多，与该内容的传播一样。而且，由于创作者本身通常属于微型流失者类别，因此其内容的质量对平台（及其用户）比与他人更重要。市场往往更多地涉及大规模营销。creator.co可以做到这一点，但是如果那是全部，那将不是唯一的。

If you’re just concerned with reach, you could use the Discovery tool to search through their database of 500 million influencers to find those that might fit with your brand. And, as you’ll see in The Details section of this review, you’ll get a metric tonne of data on these influencers and their audiences, more so than you’d expect from a platform that’s designed and priced to appeal to small and medium businesses.

Creator.co还提供了一种“免费”市场体验的“免费”版本，既高效又违反直觉，更专注于质量而不是覆盖范围。品牌只需要创建并定义他们的竞选活动和理想影响者，该系统播放的媒人从一个较小但经过彻底审查的人才库中进行选择，约为80,000。在创建广告系列和监视其实时性能之间，品牌唯一需要做的就是选择是否激活想要参加的影响者。

For the kinds of customers Creator.co wants to attract, this approach is ideal. Small companies don’t necessarily have marketing departments, so much as they have marketing obligations, and whoever is free to handle them gets the honors. To run campaigns on autopilot like this amounts to more than just a time saver. But a funny thing happened on the way to creating a product for the SME sector: large companies like Walmart and Colgate jumped onboard, too. Clearly, Creator created something good.

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Summary:

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价钱

Creator.co’s pricing is an exercise in simplicity. There are two plans to choose from, and unlike competitors, these plans don’t gradually increase the number of features (or relax restrictions) as you pay more money. Instead, you can just choose between the two different methods of campaign management described above. Or, more accurately, you can have one or both of the self-serve and automation options. There are more pricing options (for billing monthly, quarterly, biannually, and annually) than there are variations in features, a nice change of pace.

• Self-Serve
  $395/mo, or
  $355.50/mo paid quarterly, or
  $ 335.75/mo每两年付款，或
  每年$ 316/mo支付
  
  这为您提供了平台的所有自助服务。每月最多可与250名创作者合作，无限的广告系列，无限的品牌（用于代理商），影响者关系管理，影响者“深入见解”报告，竞选管理，分析。可以购买250个创建者联系人的其他块，每个块每人$ 99。请注意，即使有了自助服务，您仍然会从竞选专家那里获得一些帮助，以优化您的竞选活动。
  

• 社区驱动
  $795/mo, or
  $ 715.50/mo每季度支付，或
  $675.75/mo paid biannually, or
  $636/mo paid annually
  
  有了社区计划，您可以创建广告系列，然后让软件从那里获取。品牌将不得不接受或拒绝任何申请参加的影响者，但竞选的其他部分都在幕后处理。该计划的用户也可以访问所有自助服务功能。
  

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The Details

Creator.co’s workflow starts with campaigns. Whether you’re working with the self-service option or the automated one, the first thing to do is create and define the campaign. This part is very important to get right—you’ll want to be as specific and detailed as possible. If you’re going self-serve, you won’t want to spend much time answering a lot of questions; your plate will be full of negotiations and activations. And if you’re going automated—well, successful automation requires you to cover every detail up front, so everything runs smoothly.

运动可以完全定制的,但也有一个lso two pre-fabricated types. There’s a ShoutOut campaign, which is essentially an exchange of free products for exposure. You can also add cash payments to sweeten the deal, if necessary. And then there are Giveaways, where you work with influencers to drive followers to your profile by running contests for free stuff. Once your campaign has been created, finding influencers is your next step. For self-service, the search runs very much like any other influencer marketplace, so there’s no need to go in-depth about it here. Instead, we’ll focus on the process for the Community Driven campaign. Here’s what you do next:

Not much! Relax. Read a book. Visit a dairy farm and see how milk is produced, handled, and distributed. Everything’s happening behind the scenes with a mix of algorithmic and human intervention. As influencers opt-in to your campaign, they’ll show up in your dashboard for your review. Clicking through to any influencer profile gives you a nice overview of what they’re about: their bio areas of expertise, stats, basic audience demographics. There’s also information on any other paid work they’ve done on the platform, so you can see who they’ve worked with, as well as a rating by each company they’ve worked with.

Where Creator.co really sets itself apart is in the “Deep Insights” reports available for any influencer. The name is not an exaggeration. You’ll get all the data that you’ve come to expect, but you’ll also see it presented with greater context. Engagement rate is a good thing to know, but that engagement rate as compared to a media value of the greater community is even better. Knowing the various topics they cover is a good thing, but knowing which of those topics is the most important to that influencer is even better. Knowing how many followers an influencer has is a good thing, but knowing how many other people those followers are following is even better. Knowing their audience’s locations, languages, interests, and brand affinities is a good thing, but knowing that same info only about audience members who like and comment is even better.

You get the idea.

Actually, you don’t, because there’s even more. You’ll find out which of their followers are notable for their own level of influence. Ditto for the people who’ve engaged with their content. There’s also a list of other influencers with similar audiences. These Insight reports are exported as PDFs in excess of 15 pages. It’s an incredible amount of data and analysis, made even more notable by the fact that it’s on a platform built for small and medium-sized businesses.

在任何情况下,当谈到时间点击“ctivate” or “Decline” buttons, you will be plenty equipped to make an informed decision as to which one. You will have an easy time of watching everything happen as it goes live, as well. The campaign dashboards are very cleanly laid out, easy to navigate between pending opt-ins, campaign performance metrics, and the collection of content that’s already been posted. The campaign reporting is surprisingly limited, though. More narrowly focused than what you get during research and discovery, you'll get some basic performance metrics (reach, impressions, and engagement), your Earned Media Value, and basic audience demographics (age, gender, and location). There are no psychographic insights into the audience that’s viewing and engaging with the content, which would be a nice thing: every post made on your behalf for a campaign is an asset you own and can repurpose. Knowing more about who in the audience liked your content would make it easier to target similar audiences. Creator.co’s built-in Amplification feature moves an asset directly into Facebook Ads Manager—which is great!—but you won’t be able to take full advantage of the audience targeting they offer. This is a relatively small quibble, given how much else the platform is capable of, but it’s worth mentioning.

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结论

Creator.co isn’t the first influencer marketplace to serve brands. It isn’t the first platform to offer deep data analysis of the influencers you find. And it isn’t the first to launch with affordable subscription prices aimed at serving the SME sector.

Itis同时使用所有三个事情的第一个平台，他们在这方面做得很好。有一个原因，为什么像沃尔玛这样的数十亿美元公司使用了为预算上的小型企业构建的软件工具，而这不是负担得起的定价。这是有限的广告系列报告，但同样的报告仍然告诉您足够的信息，知道您在平台上的工作有效。借助社区驱动的计划，这是有效的，同时也没有询问很多用户。您真的不能要求更多。