In this lesson you will learn:
How to set your campaign objectives and strategy
Understand the different campaign objective options and how they will help you accomplish your business outcomes
The first step towards creating a campaign with #paid is to understand the goals of the campaign and how it will help you accomplish your business outcomes.
The Campaign Objectives page allows you to specify what these objectives are so that creators are aligned with your goals. For example, if you are aiming to build consumer trust, you can run an organic campaign where the creator will share content on their Instagram feed. Alternatively, if you simply aim to acquire customers with higher quality content, you can run ads in your Facebook Ads Manager through the creator's handle.
Listed below are the three objectives and associated campaign strategies.
1. Acquire Customers
Customer acquisition campaigns are designed to help move audiences down the funnel, generating new sales for your store. Typically, these campaigns are best suited for brands with developed audiences who need that one final push to checkout.
2. Brand Awareness
Brand Awareness campaigns help build interest in your brand and aesthetic among audiences, helping to drive growth in your community, and warming audiences in your funnel.
3. Just Content
Just Content objectives are perfect for brands who are looking for new creatives to leverage on digital channels such as your website and socials. Learn more about Just Content collaborations here.
1. Organic Posts
While running an Organic Posts-only campaign, creators will generate and post content organically on their Instagram feed. Organic-only campaigns are best for brands who cannot promote their products on Facebook or are looking to generate brand awareness and engagement in order to build high-quality audiences. Campaign success is typically measured by top-of-the-funnel metrics like reach and engagements.
2. Organic Posts & Creator Licensing
While running an Organic Posts & Creator Licensing campaign, creators will generate and post content organically on their Instagram feed. These posts can also be leveraged in advertising to tap into audiences beyond the creator's fanbase. Organic Posts & Creator Licensing is the best of both worlds, drives high-quality traffic to your website, and retarget these visitors on Facebook & Instagram with content from their favorite creators. Campaign success is typically measured by top & bottom of the funnel metrics like engagements and purchases.
3. Creator Licensing & Just Content
While running a Creator Licensing & Just Content campaign, creators will generate content that can be used in paid creator ads as well as on additional digital channels such as your website. Creator Licensing is best for brands who are solely focused on measuring bottom-of-the-funnel metrics like return on ad spend. Creator Licensing is also recommended for brands who have an interest in targeting very specific audiences. For example, if you only ship to Canada, Facebook allows you to select only Canadian audiences while our creators typically have audiences in various countries.
4. Just Content
While running a Just Content campaign, creators will generate content and share it directly with you. This option allows you to build a library of creator-generated content that can be accessed at any time to post on your own digital channels. Consumers are smart and they know when they are being sold, content from creators feels and is real. Creators in our network only work with brands that align with their personal brand (a major difference between creators & influencers 💡). Campaign success is typically measured over time by a lift in consumer awareness and perception of your brand.
What is the Main Difference Between Organic Posting and Just Content
When you're working on an Organic collaboration, you are paying for creators to create content and post it on their social feed(s). Unless otherwise noted, this type of collaboration also includes 12 months of social rights for the brand to use the content
What are social rights?
When a brand has social rights to your content, this allows them to post the content organically on their own social media channels such as Instagram, Facebook, TikTok, etc.
All collaborations done through #paid include one year (12 months) of social rights to that content.
When you're working on a Just Content collaboration, you are paying creators to create content for you to use on your digital channels and the content won't be posted to the creator's social feed(s). Essentially, you're just asking for content to use on your digital profiles, websites, and other marketing activities that include content leveraged for paid ads.
Unless otherwise noted, this type of collaboration includes 12 months of social rights and 6 months of digital rights for the brand to use the content
What are Digital Rights?
When a brand has digital rights to content, this allows them to use the content on their digital channels such as their website, email newsletter, or paid ads.
How Does This Impact the Rates I'm seeing?
Generally, creators are setting their rates lower for Just Content deliverables as they are not posting directly on their feeds. Note: Certain verticals that leverage an obvious likeness, such as beauty, will often have equal or higher rates