Creator partnerships and user generated content, run as a commercial channel rather than a line item nobody can measure.
Focaly helps brands build trust at scale through the people their buyers already listen to. We define the strategy, select the creators, direct the content, and connect every post back to a business outcome rather than a screenshot of likes.
Trust does not scale through advertising. It scales through people.
Buyers discount what a brand says about itself and believe what a person they follow says instead. Creator marketing works because it borrows that credibility. It stops working the moment it looks bought, which is why the strategy matters more than the budget.
- Creator selection based on audience fit, not follower count
- Briefs that give creators direction without flattening their voice
- A UGC engine that produces content faster and cheaper than a studio
- Paid amplification behind the assets that actually earn attention
- Measurement tied to pipeline and revenue, not vanity metrics
Six areas of work, engaged together or one at a time.
Most programmes start with the piece that is broken, usually strategy or measurement, and expand once the channel has earned the budget.
Influencer strategy and campaign planning
We decide what the channel is for before we spend anything on it: the audience, the message, the platforms, and the outcome it must produce.
- Channel objectives and success criteria
- Audience and platform selection
- Creator tier and budget allocation
- Campaign calendar and messaging pillars
Creator discovery and partnership management
We find creators whose audience overlaps with your buyer, vet them properly, negotiate the terms, and manage the relationship so it lasts longer than one post.
- Sourcing, vetting and audience analysis
- Outreach, negotiation and contracting
- Usage rights and disclosure compliance
- Ongoing relationship and roster management
User generated content strategy
A repeatable content supply chain that turns customers and creators into an ongoing source of assets for paid, social, email and the website.
- UGC sourcing and incentive design
- Creative brief and format library
- Review, rights clearance and asset management
- Distribution across owned and paid channels
Brand storytelling through creators
A narrative the creator can tell in their own voice. Scripted enough to stay on message, loose enough to still sound like a person.
- Message architecture and non negotiables
- Creative direction and hook development
- Tone, claims and compliance guardrails
- Consistency across creators and platforms
Social proof and community building
Turning scattered mentions, reviews and creator content into a visible body of evidence that works on the site, in the funnel and in the sales conversation.
- Social proof audit and gap analysis
- Review, testimonial and advocacy programmes
- Community and ambassador structure
- Proof placement across the buyer journey
Content amplification and optimisation
Organic reach is a lottery. We put paid budget behind the assets that earn attention and cut the ones that do not, quickly.
- Whitelisting and creator paid partnerships
- Creative testing and iteration cycles
- Budget reallocation against performance
- Landing page and conversion alignment
Four layers of measurement. Only one of them pays the bills.
Reach and engagement are diagnostics, not results. We track all four layers, but the programme is judged on the last one.
Did the right people see it?
Reach, views and audience composition, checked against the buyer profile rather than against a follower number.
Did it hold them?
Watch time, saves, shares and comment quality. What people do with a post says far more than whether they tapped a heart.
Did it move them toward you?
Branded search, direct traffic, profile visits, enquiries and list growth. The first signals that attention has turned into interest.
Did it produce a customer?
Attributed pipeline, conversion and cost per acquisition, agreed with you at the start of the programme and reported against every cycle.
What a creator programme should change.
Targets are agreed at the start of every engagement. These are the three areas the work is built to move.
Credibility
Independent voices vouching for the brand, in front of audiences that already trust them.
Content supply
A steady flow of authentic assets feeding paid media, social and the website, at a fraction of studio cost.
Efficiency
Lower acquisition cost, because the creative that converts is identified before the budget scales behind it.
How a campaign runs from brief to reporting.
The same four phases apply to a single launch campaign or an always on creator programme. Only the cycle length changes.
Define
Objective, audience, message and the metric the campaign will be judged on. Agreed before a single creator is contacted.
Cast
Creator sourcing, vetting, negotiation and contracting, including usage rights and disclosure requirements from the outset.
Produce
Briefing, creative direction, review and approval. Content ships on a schedule, with tracking in place before anything goes live.
Amplify
Paid budget goes behind what performs, weak assets are retired, and every cycle reports against the agreed metric.
Reach is easy to buy. Relevance is the thing you are actually paying for.
A large following is not a qualification. We select creators on audience overlap with your buyer, on the credibility they hold in that niche, and on whether their audience acts when they recommend something. A smaller creator with the right audience will almost always outperform a larger one with the wrong one.
- Audience fit over follower count
- Proper vetting before contracting
- Clear rights and disclosure terms
- Relationships built to repeat
Treat content as a supply chain, not a series of one off shoots.
Paid media consumes creative faster than most brands can produce it, and polished studio work is the first thing audiences learn to scroll past. A UGC engine solves both problems: a steady flow of authentic assets, produced at a cost that makes testing affordable and at a volume that keeps campaigns from fatiguing.
- Repeatable sourcing and briefing
- Rights cleared before use
- Volume that supports real testing
- Assets reused across every channel
The best creator post is a paid asset waiting to be found.
Organic reach decides who sees a post once. Paid decides who sees it after that. We identify the assets that earn attention on their own, put budget behind those and only those, and align the destination page so the click has somewhere sensible to land.
- Whitelisted creator ad accounts
- Budget follows evidence
- Structured creative testing
- Landing experience matched to the ad
Creator marketing is not a media buy with a friendlier face. It is a trust transfer, and trust is easy to spend and hard to earn back.
A budget spent on reach, a report full of likes.
Creators are chosen on follower count, briefed into sounding like the brand, and measured on engagement that nobody can tie to revenue. The content looks like an advert, the audience treats it like one, and the channel gets cut at the next budget review.
Fewer creators, sharper briefs, honest numbers.
We select for audience fit, brief for a message rather than a script, and agree the commercial metric before the first contract is signed. If the channel is not working we say so early, while there is still budget left to redirect.
Integrated with the rest of the funnel
Creator content, paid media and the landing page are built by one team, so the message survives the whole journey instead of breaking at the click.
Commercial before creative
Every campaign carries a business reason. If we cannot explain the return in plain language, we do not recommend the spend.
You own the assets
Content, usage rights, creator relationships and reporting stay under your name. Leaving is always possible, which is why clients stay.
Built for brands where the purchase depends on being believed.
The channel works hardest where the decision is considered, the alternatives look similar on paper, and the buyer looks for a real opinion before committing.
Frequent questions about influencer and UGC programmes.
Tell us who your buyer already listens to, and we will tell you whether this channel is worth your budget.
A short call, an honest read of your brand, your audience and your current content, and a clear answer on whether creator marketing is the right investment right now.