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To execute with confidence, download the full Creator Discovery, Vetting, Outreach & Casting Playbook, complete with templates, checklists, and step-by-step guidance.
- Creator Discovery & Tracking Sheet
- Vetting Checklist (Downloadable PDF)
- Outreach Email Templates & DM Scripts
The biggest mistake I’ve seen new teams make is jumping straight to discovery without a strategy. Let me walk you through how to do this right.
Before you even open TikTok, ask: What do I want creators to accomplish? Is it to drive sign-ups with a unique code? Build awareness for a new product? Seed community conversations?
Once you’re clear on your “why,” or your goal for engaging creators, write down criteria for the type of creators who can help you reach that.
“The most impactful brands don’t treat creators like content vending machines — they cast them like Hollywood talent.”
The discovery phase is where you start matching that vision and criteria to real-world creators. This part is fun, and there are a number of ways to go about it.
If you have access to an influencer platform, use it for creator discovery by searching by keyword, industry, or reach. These can be very useful, but also expensive, and they aren’t required.
Browsing the native platforms is a great, but time-consuming, way to discover relevant creators. Manual research on TikTok, Instagram, YouTube, LinkedIn, or even Substack can uncover obvious and not-so-obvious choices for good-fit creators. An agency or consultant can save you time by proposing a list based on your parameters.
Then, don’t forget the power of referrals. My favorite hack is to find one creator you genuinely admire, then ask them, “Who else in your circle would fit the bill for this?” People love to tell you who they’re following or refer work to their friends.
So, let’s say that you created a list of 50 creators in your niche. How do you narrow it down?
"I’ve spent the last decade paying millions to creators, and I’ve seen firsthand what happens when brands treat creators as partners instead of placements."
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To start a conversation, craft an outreach message that feels personal yet professional. Creators receive dozens of generic DMs a week, but you can stand out with a specific, clear, and respectful ask.
There is as much at stake for the creator as there is for you, so be prepared with a sharp outreach message. This elevator pitch should show that you respect them and the substantial time, craft, and emotional labor they invest in their content.
Outreach principles to keep in mind:
Most brands don’t just work with one creator on a campaign. They work with an entire cast. The casting step solidifies a vision of how your creator network will tell your story as a whole. Think about your final creator roster as a strategic ensemble cast, not a random list of names.
Here’s how to finalize your list and create a balanced, effective cast of creators.
We live in a moment where creator campaigns are often sold as easy, cheap, and fast by all kinds of platforms. The best creator collaborations are not simply transactional.
And, some while some brands are still timid about using creator marketing, the truth is, you may bump your head experimenting.
The brands that succeed are not simply the ones with the largest budgets but those willing to put some elbow grease into finding the right creators to develop as partners — not just use as distribution channels.
I've witness creator partnerships of all kinds have a company-wide impact. Using an integrated approach can support sales teams, strategy, public relations, product innovation, and cultural relevance across organizations.
If a brand is using clear goals, a strong brief, and operating with trust, brands can work with creators to get powerful content that positions their brand amongst the right audiences.
