Give creators a short brief with a Loom, target persona and proven videos

Canyon Pergande… to touch on is like who is your company? Like what what does your company do in your own words? Um, because I think a lot of the time people will just be like, "Hey, go download my app, and like make content about it." And a lot of the time, like a creator like using an app for the first time, like seeing it from an outside lens, like they don't necessarily know like what the core value prop of that product is. Like, what's that viral moment

Canyon Pergandethat I can lean into? Like what problem are you solving with your audience? And so I think that's one thing to touch on. Like one thing they did did a really good job of is like adding in like Loom videos, chatting through their product, making it extremely, you know, personalized. Like you want to start to, you know, treat your creators like they're a part of this community. You want them to be excited to make content about your product, so that's one thing. Um, I think as well like who's your target audience,

Canyon Pergande… of the things is like as they warm this account up, they need to make sure that it's getting pushed out into the right audience so that people are actually engaging with their content. Um, and so I think that's like one of the biggest things and one of the most important things of the brief is like who do we actually want to target? And I think some people run into the trap where they have a product that could really just be targeted at anyone,

Canyon Pergandeand they don't focus on any specific niche. And because of that, the content that gets pushed out feels pretty just like bland, you know? There's nothing special to it. It doesn't feel like it's meant for anyone. And I think because of that, like it just doesn't perform that strongly. Um, another thing that's, you know, I think extremely strong, and this is something that gets built up over time, um if you have viral videos on your own socials, if you have people that have made content for you,

Canyon Pergandelike link those videos. You know, give your creators a starting point so that when they start making content, like they already have a few formats that they can run with. Obviously, you want to give your creators, you know, the creative freedom to do what they do best and experiment and find new formats for you. But if you don't give them anything, like they're kind of just starting from a disadvantage when you can kind of just prop them up a a bit.

Canyon PergandeOther, if you have competitors um or adjacent players in your kind of, you know, community. Um, maybe for us like we're a job platform at the end of the day for these creators. If there's like other job-esque content um that has gone viral before, uh trying to kind of take those themes and transfer them into kind of your niche and about your company and product.

Canyon PergandeUm, and yeah, I think that kind of ties into this, like formats from other videos, um, you know, like SideShift, MigrateMate, we're both kind of job boards in that regard. So there's a lot of similarities that you can transfer over. I think putting together hook ideas is like, you know, good, but not necessary all the time. Um, I think sometimes having a few can be a good starting point, but I I think sometimes the challenge people run into is they just overwhelm their creators, and they just throw like this 50-page brief at them.

Canyon PergandeAnd it's like, a, like nobody wants to read that. Like they're just going to open it up and see how overwhelming it is, and just instead of hitting, you know, the the few key points that are actually important to learn, they'll just skip it all together because they're like, "I don't want to sift through this." And so, it's like how can we condense the most important information, and just like give that to, you know, our creators? Um, pay as well. This is usually something you'll talk about with the creators, as well. We kind of recommend like

Canyon Pergande… like to throw pretty generous performance bonuses, as well. I think it really aligns incentives, and, you know, can drive a ton of just engagement. It'll It'll, you know, incentivize them to engage with comments after they just post the video. Um, and so I think there's, you know, a lot of good that comes from this kind of hybrid model in terms of attracting quality people with that retainer, and then just aligning incentives with those bonuses.

Canyon PergandeUm, rules, guidelines, whatever this be, a lot is like, "Hey, mention our company. Don't mention other companies. Don't do XYZ." Um, some people like to have ownership and usage rights, and so they'll have people upload, you know, videos to a Google Drive. But I would say, from a high level, like keep the creator brief short and sweet, but like try and, you know, add some valuable information that, you know, people can just act on right away.

HostMmm. Yeah, this is gold. Um,