Mapping creators is much more than guesswork

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In the fast-paced world of social media, where everyone has become a potential creator, hiring creators has become a real pain in the neck for many brands. The reason? The famous “creator like.” But is this the only criterion that brands should consider when choosing their influencer partners? Well, it seems that we are facing a big misconception, and it is time to unravel what really matters when it comes to mapping creators.
September 18, 2023 / YOUPIX
Influencer Marketing
The "I chose it because I liked it" trap
Let’s face it: most creator belarus email list hires happen simply because someone on the marketing team “likes” the influencer. But here’s the painful truth: that’s not enough, let alone accurate. Personal affinity shouldn’t be the only criteria for hiring.
And this is where the difference between what they think mapping is and what it actually is comes in!


So if you’re choosing your creators based solely on personal preferences, it’s time to rethink your approach.
The forgotten criteria
For effective mapping, it is essential to consider more solid criteria. In addition to affinity, you need to evaluate the creator's audience, the content they produce, legal issues, authority in the niche, relevance, frequency of content, veracity of information, engagement and authenticity.

Remember that we are dealing with your brand's reputation and image, and choosing creators who are aligned with your values ​​and goals is essential to the success of the partnership.
Influencers as an expression of brand value
When you advertise during Globo's commercial break, you are not connecting with Globo's values. But when you work with an influencer, your brand becomes associated with that influencer's values ​​and becomes symbolized by them.

What does this mean? That you must carefully choose who you will give a voice to to tell and/or represent your brand’s story!

Mapping beyond the obvious
The creator mapping process must go beyond the obvious. This means conducting in-depth studies, such as:
Analyze the profiles raised in detail.
Evaluate the creative potential of each creator.
Consider the execution potential based on your creative and technical resources.
Identify sensitive or controversial points for brands.
Take into account tangible criteria such as impact, engagement and visibility.

Begin the mapping process with specific criteria that ensure harmony not only with the brand, but also with the proposed objectives and actions.

Tools are allies, not salvation
Tools are essential to validate and streamline the mapping process, but they should never be used as a substitute for human analysis. They can help to:
Reduce search time.
Compare metrics and scores.
Keep a search history.
Identify creators with purchased or fake followers.

Remember that managing the entire process, from data collection to data analysis, requires a strategic vision.

Get to know your influencers in depth
Turn your guesswork into concrete data. Investigate the influencer’s values ​​and language. Study their content and context to create formats that make sense for them and your brand. Your values ​​need to be in tune.

Ask questions like:
What does he call his community?
Who are your best friends?
Does he show his family? What is it made up of?
What products is he using?
Are there frames that only appear in stories?

Put all of these criteria into a spreadsheet to compare your options and make decisions based on hard facts, not assumptions.

If you need 20 creators, be willing to map 40, and don't be afraid to create new profiles and explore hashtags to find up-and-coming names.

The importance of diversity
What happens when there is no diversity in the choice of creators? Aesthetically, your campaigns can become monotonous. Your audience will not experience genuine influence, only publicity. Your brand will miss out on the opportunity to connect with diverse communities, even within the same niche. Creatively, your results will be limited.

Curation should be comprehensive, taking into account issues of race, gender, indigenous causes, LGBTQIAP+, ableism, and more. The whole is as important as the individual, so when assembling your team of influencers, consider:
Diversity of bodies, age, sex and skin color.
Regional representation.
Complementary creative styles.
Delivery skills for every stage of the funnel.
Co-creation capacity.
Attributes aligned with the brand.

In short, creator mapping is not a simple task that involves “liking” someone or not. It is a strategic process that requires specific criteria, diversity, in-depth research, and tools as allies. When done correctly, the result can be a solid and authentic partnership that reflects your brand’s values ​​and goals.

So, leave your guesswork aside and start mapping your creators in an intelligent and strategic way. Do you want to learn our mapping methodology, validated by brands such as Ambev, LATAM, Electrolux, Magalu, Itaú? In IMP, YOUPIX's Influencer Marketing course, we teach you, among many other things, how to carefully and assertively choose the names for your next campaign. Come with us.