Chapter 2 3 lessons
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The choices
How people buy now, what to run, and which behaviours go together.
Before you brief anyone, make two choices: what kind of creator work this is, and which behaviour it must win (streaming, scrolling, searching or shopping). Get those right and every step after them gets easier.
- 2.1 How people buy now The 4S model of Stream, Scroll, Search and Shop, what each behaviour does, the creator's role in each, and how to judge creator work on the right numbers.
- 2.2 What to run The advocacy and performance sides of a creator programme, how to use the loop, and the eight archetypes: what each involves, what creators get, who leads.
- 2.3 Where to start: default pairings Default primary and secondary behaviours for each creator archetype, the core metrics to judge them on, and three rules for changing a default in the brief.