Creator sourcing
We cast creators for paid ads, which is a different job from casting for reach. What counts is how a creator handles the first seconds on camera, whether their audience matches the product, and whether their account is clean enough to run ads from.
Scope
We build a long list for each concept from TikTok, Instagram and YouTube, with category and audience fit as the first filter.
We watch recent posts for delivery: pace, framing, how clearly they speak and how fast the point arrives.
We check audience signals and engagement patterns and screen out bought followers or views, which the FTC's rule on reviews and testimonials prohibits (FTC, 14 August 2024).
We read past sponsored posts for disclosure habits and for competing brands.
We cast at least two creators per concept, so a test can separate a strong hook from a strong presenter.
What it looks like
| Creator | Delivery on camera | Audience fit | Account check | Decision |
|---|---|---|---|---|
| Creator A | Gets to the point in the first line, steady eye line | Strong | Clear | Cast |
| Creator B | Warm delivery, slower opening | Strong | Clear | Cast |
| Creator C | Fast and clear, mostly filmed outdoors | Partial | Clear | Reserve |
| Creator D | Good delivery, recent posts for a direct competitor | Strong | Conflict | Pass |
What you get
- Casting sheet per concept
- Sample posts with notes on delivery
- Audience and account checks
- Shortlist for your approval
FAQ
Do you cast large creators or small ones?
Both, chosen per concept. In paid ads the media budget sets the reach, so delivery and fit matter more than follower count.
Can we bring creators we already work with?
Yes. We brief, test and report on them inside the same system as the creators we cast.
Related notes
Formats / 5 MINCreator-led ads and UGC ads compared
Two kinds of creator content, run in different ways. How they differ on identity, audience, rights and disclosure, and how to choose for a test.
Briefs / 4 MINWhat to put in a creator brief for a paid ad
A one-page brief that gets usable footage from the first shoot: the goal, the hook, the beats, the shot list, the safe zones, and the disclosure and usage terms.
Plan a first test
Send the product, your target metric and a monthly budget range. We reply with a proposed first test.
Plan a test