Follower counts stopped being the point some time ago. What matters is whether a creator's audience trusts them on your category, whether the content is good enough to run as an ad afterwards, and whether anyone can tell what the campaign did for the business.
How creators are chosen
Follower count is the least useful number on a profile.
- Audience composition — where the followers are, and whether they match your buyers
- Credibility in your category, not general popularity
- Engagement quality, checked against platform data rather than a media kit
- The standard of their previous brand work
- Whether their content could run as a paid ad afterwards
What we manage
You approve. We run the rest.
- Campaign concept and briefing
- Negotiation and contracting
- Usage rights
- Content review and approvals
- Disclosure and platform compliance
- Scheduling and payment
- Reporting against the KPIs agreed at the start
Usage rights: where the return usually sits
The best creator content often performs better as a paid ad than as the original post. That only works if the right to use it was agreed at contracting — adding it afterwards is slower and more expensive. We negotiate for it as standard.
Disclosure
Paid partnerships have to be labelled, and the rules differ by platform and by country. Disclosure is handled as part of every campaign, so neither your brand nor the creator is exposed.
Our creator network
Separately from brand campaigns, Sole Digital Media runs an authorised TikTok LIVE Creator Network across MENA. For campaigns in the region, it means some creator relationships are direct rather than through another agency. The network has its own terms — see Creator Network.
Questions from brands
Yes, where usage rights are agreed at contracting — which is why we negotiate for them from the start.
Against the KPIs agreed at the start: reach and engagement where awareness is the goal; traffic, codes or sales where the campaign is meant to sell. Reporting covers any paid amplification as well as the original posts.
Related services
Digital Advertising
Google Ads, YouTube, display, shopping and programmatic — planned, built and optimised against your cost targets.
Performance Marketing
Cross-channel acquisition and conversion optimisation, run as a single programme against a cost-per-acquisition target.
Digital Strategy
The plan that decides where budget goes, which channels earn their place, and what success actually looks like.
Planning a creator campaign?
Tell us who the campaign has to reach and what it has to achieve. Shortlists come with the reasoning and audience data behind each name.