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2.3Where to start: default pairings
Pick the archetype and you’ve picked the behaviours. Each archetype has a natural primary behaviour and, sometimes, a secondary. Start from the default, and change it only with a reason written in the brief.
| Archetype | Primary | Secondary | Core metrics |
|---|---|---|---|
| Sponsored YouTubers (long-form) | Stream | Shop, via affiliate | Brand segment reach, attributable sales |
| Sponsored short-form | Scroll | Search | Resonance, target query presence |
| Always-on ambassador | Stream | Shop, via long-term affiliate links | Brand segment reach, attributable sales |
| Gifting and seeding | Scroll | Search | Resonance, target query presence |
| UGC for ads | Shop | Scroll | Creator traffic conversion, ads with vs without creator content |
| UGC for the brand’s own channels (how-tos, explainers) | Shop | Search | Creator traffic conversion, target query presence |
| Challenge or hashtag | Scroll | Search | Resonance, in-app search for the hashtag |
| Whitelisting | Scroll | Shop | Unique reach, CPA or ROAS trend |
| Affiliate | Shop | The host behaviour | Attributable sales, CPA |
| Clipping | Scroll | None needed | Verified views, cost per verified view |
Why gifting pairs with Search: when many creators repeat the same three facts, answer engines see agreement. That’s how brands get named in AI answers.
Three rules
- One primary, at most one secondary.Any more and nobody knows what the campaign is actually for.
- The secondary has to happen naturally.It’s a behaviour the same content lands in, not a second campaign bolted on.
- Change the default if the campaign needs it, and write why in the brief.For example: gifting with Shop as the secondary, because every creator gets a discount code. These notes tell us which defaults to update over time.