Need Creator Content? The Hard Part Isn’t Finding Creators. It’s Knowing What to Do With Them.
There isn’t a creator shortage.
Open TikTok.
Open Instagram.
You’ll find thousands.
The challenge for businesses isn’t finding someone who creates content.
It’s knowing:
Who is right for our brand?
What should we ask them to create?
What’s the idea?
What’s the brief?
What are the deliverables?
Do we want reach, content, sales, awareness or all four?
Should the content run organically?
Should we put paid media behind it?
Can we reuse it?
What should we spend?
How do we measure it?
And who manages the whole bloody thing?
That’s where creator marketing gets harder.
Finding the right creator is already a problem for brands.
Despite the huge number of creators available, IAB found one-third of brands identify finding the right creators as their biggest creator-marketing challenge.
And follower count isn’t necessarily what they’re looking for.
58% consider creator reputation important and 56% consider audience alignment important when selecting creators.
That distinction matters.
Because the biggest creator isn’t necessarily the best creator for your business.
Maybelline demonstrated exactly that by intentionally using entertainment creators alongside beauty creators. The campaign ultimately generated more than 28 million views and a measurable sales uplift.
Start with the outcome. Then find the people who can help create it.
A creator isn’t the strategy.
This is where brands can get creator marketing wrong.
Hiring three creators isn’t a campaign strategy.
The strategy determines:
Who you’re trying to reach.
What you want them to do.
What story you’re telling.
What type of creators you need.
What they create.
Where that content lives.
How it’s amplified.
How long you use it.
And how you know whether it worked.
Look at MYOB.
It didn’t simply hire creators because creator marketing was fashionable.
The business had a clear problem: show Australian small-business owners how MYOB could make running their businesses easier.
Creators whose audiences mirrored MYOB’s customers then demonstrated the product through relatable, real-world stories.
The resulting creator content delivered a reported 78% lower CPA than branded content.
Or Bakers Delight.
The objective was to remain relevant around important Australian family and seasonal moments. The solution was creators showing how the product naturally fitted into their own lives — ultimately reaching 1.26 million people nationally.
That’s the difference between buying a post and building a campaign.
And brands are asking for help with exactly this.
As creator investment grows, the problems are changing too.
Brands still struggle with creator selection, measurement, attribution and connecting creator activity to meaningful business outcomes.
That’s not surprising.
Your business might be brilliant at building homes.
Running restaurants.
Selling products.
Creating experiences.
Running hotels.
Providing professional services.
That doesn’t mean you need an internal expert who understands creator selection, social creative, paid amplification, usage, campaign strategy and measurement.
That’s where TCCA comes in.
Sometimes you just need creators. Sometimes you need the whole thing.
If you already know what you want and simply need to put it in front of the right people:
SHARE AN OPPORTUNITY.
If you’ve got a launch, opening, redevelopment, event or experience worth talking about:
INVITE TCCA.
And if you know you want creators involved but need someone to connect the strategy, people, content and execution:
CREATE A CAMPAIGN.
We start with what you’re actually trying to achieve.
Then we work backwards.
The goal.
The idea.
The creators.
The content.
The campaign.
The outcome.
Because the opportunity in creator marketing isn’t simply having creators talk about your business.
It’s knowing how to use their creativity and human connection to help your business achieve something.
You don’t need to become an expert in creator marketing to make it work.
That’s our job.