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PlusUp Field Guide · Creator programs

6 ways to build strong external creator programs.

Cohorts, simple first briefs, volume against quality, a program rather than campaigns, real compensation and paid rights: how to build an external creator program that keeps getting better.

Read the six ways ↓Build your creator program
Cohorts +First interaction +Volume +Quality +Programs +Paid rights +Cohorts +First interaction +Volume +Quality +Programs +Paid rights +Cohorts +First interaction +Volume +Quality +Programs +Paid rights +

Why programs beat one-offs

Campaigns end. Programs compound.

Most brands meet creators one campaign at a time: a new cast, a new brief, a new negotiation, and nothing learned carried forward. An external creator program is the opposite. It's a standing structure where each round of work tells you who to keep, what to brief and what to spend on the next one.

These six ways are the difference between running with creators and building a program.

Starts over

The one-off

A fresh cast every campaign, a fresh negotiation every time, and no memory between rounds.

Compounds

The program

Cohorts of tested creators, ongoing work like email and SMS, always optimizing.

Build this

The result

A bench of proven creators and a library of rights-cleared content that keeps performing.

The six ways

Six ways. All of them true.

Each one stands on its own. Together they're how an external creator program gets stronger every round.

  1. 1

    Way 01 · Cohorts

    Build multiple cohorts of creators based on your work with them.

    You should create at least 3 cohorts, with one being an initial interaction and a secondary test before getting into partnership. Not every creator earns a place: the cohorts tell you who does, and they turn a pile of one-off collabs into a bench you can actually work with.

    • In practice
    • + At least 3 cohorts
    • + Initial interaction, then a test
    • + Partnership is earned
  2. 2

    Way 02 · First interaction

    Don't over complicate the first interaction.

    Give the creator a simple, repeatable concept that you can then judge the creator's ability to build content, pricing, working style and more against. A simple first brief is a test you can score. A complicated one is a test you can't.

    • In practice
    • + A simple, repeatable concept
    • + Judge the content they build
    • + Pricing and working style too
  3. 3

    Way 03 · Volume and quality

    Balance volume and quality.

    Working with more creators, at least the first time, will allow you to get volume. But you also want to work with creators repeatedly to build better, deeper content. Volume finds the ones worth repeating, and repetition is what makes the content great.

    • In practice
    • + More creators early
    • + Volume you can learn from
    • + Repeat work, deeper content
  4. 4

    Way 04 · Programs

    Build a program and not just campaigns.

    You need to think of creator programs as part of your marketing program, like email and SMS, where it's ongoing and you are always optimizing. A campaign has a start and an end. A program compounds: every cohort, brief and learning makes the next round better.

    • In practice
    • + Like email and SMS
    • + Always running
    • + Always optimizing
  5. 5

    Way 05 · Compensation

    Pay creators, even a little.

    Trade will only get you so far, but adding paid compensation helps to drive higher quality content and gets you paid rights. Even a small fee changes how the work is treated: it becomes a brief with a standard, not a favor with a hope.

    • In practice
    • + Trade only goes so far
    • + Higher quality content
    • + Paid rights come with it
  6. 6

    Way 06 · Paid rights

    Always get paid rights.

    Creator programs should always be able to be leveraged across both organic and paid to maximize exposure. If the content performs, you want to put media behind it without another negotiation. Rights secured upfront make that automatic.

    • In practice
    • + Organic and paid
    • + Maximum exposure
    • + Never a question

Is this for you?

Built for brands ready to commit.

  • ✓ You want to work with creators repeatedly, not once
  • ✓ You need volume and depth, not one or the other
  • ✓ Creators sit inside the marketing program, like email and SMS
  • ✓ You can put paid compensation behind the work, even a little
  • ✓ You want every asset usable across both organic and paid

Work with PlusUp

Let's build your creator program.

A 30-minute call. We'll look at how you work with creators today and map the program that compounds.

Start a conversation ↗