Creators have become trusted sources for beauty recommendations, and brands increasingly need to work with creators to drive buzzy product launches and reviews.

Finding the right creator starts with clarifying what a brand is trying to achieve, Natalie Silverstein, Collectively’s chief innovation officer, told ADWEEK. That means gauging the number of people a brand wants to reach and determining a budget. Using those two metrics, an influencer-marketing agency can estimate how many views it could get from partnering with different types of creators.

“Each creator-marketing agency has their own back-end formulas of expected view rate based on the followers of a creator,” said Silverstein.

To reach that estimate, an agency will look at a creator’s followers and increasingly, the consist

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