How to choose the ideal video creator for your brand? Mini tutorial

Choosing the right person to represent your brand on video is not just a matter of aesthetics or whether you find that person more or less attractive. It is a strategic decision that can make the difference between genuinely connecting with your audience and going completely unnoticed.

In this article, we give you all the key information you need to choose the perfect content creator for your brand. Whether it is for a one-off video or UGC (User Generated Content) campaigns, there are fundamental factors you need to consider before clicking “collaborate”.

First things first: the video creator should resemble your real audience as closely as possible. This is not about stereotypes or filters, but something more powerful: identification.

What should you review here?

• Approximate age, gender and style.
• Hobbies or interests aligned with your product.
• Voice tone, way of speaking or type of humour.

Important: sometimes it is necessary to run an A/B test because your ideal customer may not be the person who sells the most. Imagine you are a car dealership where 90% of your customers are men aged 40–50. In principle, a man aged 40–50 should be the video creator, right?

However, a 30-year-old woman may work better by connecting with (and attracting the attention of) that man. Therefore, when in doubt, it is better to consider both options and test which works best in different campaigns or by running an A/B test. Male UGC creators.

Not all creators are suitable for everything. A creator may be very talented at making entertaining vlogs but not perform well when recording testimonial videos or direct-response ads.

What should you review here?

• Their portfolio of previous work. At HICARI, we request at least 2 portfolio examples.
• What type of videos they specialise in: entertainment? Product analysis? Quick review? TikTok-style ad? Their portfolio examples clearly show the type of content they do best and feel most comfortable creating.
• Editing level: shots, lighting, cuts, pacing, hook, subtitles, sound…

Did the videos keep you hooked from beginning to end? Would I post this content on my social media? If your answer is a resounding YES and they meet the previous requirement, they are more than a possible candidate to become your content creator. Add them to your favourites.

Important: at HICARI, we have seen many brands that believe they need UGC creators who have already worked in their industry, but this is not always necessary, since a UGC creator is usually very versatile. It should not be an exclusionary requirement.

The creator’s accent also matters, especially if your brand has a local, national or international focus. Think of an accent as an extension of your branding. Selling a product in Seville, Buenos Aires or Mexico City is not the same.

What should you review here?

• Do they speak clearly?
• Does their accent resonate with your target audience?
• Does their tone sound professional, natural or humorous (depending on what you need)?

Most creators work remotely (from home, on the street, etc.), but if your video needs to be filmed in a store, venue, event or factory, geographical proximity is key. That said, think twice about whether it is necessary for them to go to a physical location, as a more natural video filmed on the street or at home often connects better.

What should you check here?

• Their city or area of residence.
• Whether they can travel or work in specific locations.
• Whether they have their own equipment (camera, mic, stabilizer) or will record with a phone.

Cases where travelling to a physical location makes sense: trying a restaurant, event tickets, testing physical services (massage, physiotherapy, etc.), testing physical products that cannot be shipped (car dealership), business openings, etc.

Tip: on HICARI, you can filter by city. That should be enough to find nearby content creators.

Real case: on HICARI, brands such as Quehoteles.com use HICARI to find creators in different cities across Spain so they can create local content for their city, achieving incredible results ranging from +400% to +2000% in organic views. See all featured projects.

This is essential. Some creators have a very “comedic” style, others a “professional” style, some are very “natural” and others more “viral”. This can be identified through their communication style combined with their editing.

What should you check here? (in their portfolio)

• Their videos convey emotions aligned with your brand.
• They use editing that is consistent with your branding.
• They know how to talk about a product without sounding forced.
• They strike a good balance between communication (it is not a “heavy” video of them talking in front of the camera) and editing (they combine short sentences with cuts, transitions, effects, etc.)

Although this is UGC and having “followers” is not necessary, the creator must know how to explain, sell and connect. It is not just about “looking good on camera, having a good phone or editing like a professional”. It is about knowing how to tell a story, identify a need and present a solution.

What should you check here? (in their portfolio)

• Do you feel like continuing to watch them?
• Do they know how to structure what they say?
• Do they speak to the camera confidently?
• By the end of the video, has their message / product / service made an impact on you (or have they entertained you)?

The final step is no less important; it could be the most important. Editing designed to capture attention in the first 2–4 seconds (what is a hook) will make potential customers from your social media, paid campaign or website watch the entire video. But after those first few seconds, you need to retain them with cuts, effects, short sentences and engaging storytelling.

• Opening hook (phrase, on-screen copy, effect/editing)
• Subtitles
• Effects and transitions
• Overlays and elements that add value and complement what the creator is saying.

On HICARI, every creator has a portfolio, so you can see real examples before choosing. It is like seeing the casting before filming.

Although this is not essential (as not all brands take the time to rate creators), it can still be very helpful if you find creators with highly positive ratings and excellent feedback from brands.

Reviews of HICARI creators come from content requests made directly on the platform, validating content quality directly through the brands—100% real.

• Save to your favorites those who are a good fit or whom you have already worked with.
• If you have doubts, try several creators. To do this, it is best to purchase a Content Plan, which will save you considerably on the cost per video.

Obviously, all of this needs to be done on one of the best UGC creator platforms, such as HICARI. Anything else is a waste of time and money.

Content generated by real people has an impact because it connects through authenticity. You don’t need huge follower numbers; you need creators who convey trust, use the product well and communicate naturally. If you want impact, promote it and run paid campaigns with that content—it will be much cheaper and more profitable than hiring an influencer, although both are complementary (UGC VS influencer).

At HICARI, we help you choose the perfect profile based on your brand, your needs and your campaign. Publish a brief in 2 minutes (how to create a good brief) and find your next ideal creator!