The Bottom Line Up Front
Human connection still beats AI-generated content, but smart technology can amplify what authentic creators do best. Social Core’s approach centers on performance-driven creator matching rather than demographic casting calls.
Three Things You Can Apply Today
1. Rethink Your Creator Selection Process
Move beyond basic demographics. Social Core sources creators based on actual performance data from their last 30 posts, then layers in traditional targeting. The takeaway: Start with creators who deliver results, not just those who fit a demographic profile.
2. Platform-Specific Content Isn’t Optional
What works on TikTok won’t necessarily work on Instagram. Social Core’s success comes from understanding platform-native content and creating intentional assets for each stage of your consumer journey. Ask yourself: Are you really optimizing for each platform, or just repurposing the same content?
3. Focus on Long-Term Creator Relationships
Their best partnerships—like Medic Cube with Michelle Phan—turn into ongoing collaborations. When you find creators who genuinely connect with your brand, invest in the relationship. It leads to faster turnaround times and more authentic content.
How They’re Actually Using AI (Spoiler: It’s Not What You Think)
Social Core isn’t replacing creators with AI. Instead, according to Social Core, they’re using three AI pillars to make human creativity more effective:
Pillar 1: Performance Prediction
Through partnerships with Meta’s Creative Content Recommender and TikTok’s Spark Advisor, they can predict which content will perform before you spend media dollars.
Pillar 2: Creator Intelligence
Their AI analyzes why certain content works, identifying the specific elements that drive performance so you can create more of what’s working.
Pillar 3: Content Optimization
Rather than generating new content from scratch, they use AI to enhance existing creator content—think different backgrounds, personalized elements, or platform-specific optimizations.
The Generative AI Reality Check
Matthew showed examples of current AI-generated content (including that NBA Finals commercial) and pointed out what’s still missing: authentic human connection. “Has anyone ever heard of a campaign failing because the content was too authentic?” he asked.
Real Talk: What Members Said Behind Closed Doors
One member from a large educational brand shared candid insights as current Social Core clients:
- The hybrid model works for regulated industries. They maintain control over campaign briefs while Social Core handles creator negotiations and production logistics.
- Internal alignment is crucial. Their biggest challenge isn’t the platform—it’s integrating influencer content with their paid media and go-to-market teams.
- Message-driven content works without physical products. They focus creators on speaking to audience goals and outcomes rather than personal product experiences.
Questions Worth Asking Your Current Vendors
Based on our discussion, here are the questions that matter:
- How do you actually match creators beyond demographics? Look for performance-based sourcing, not just follower counts.
- What happens after content goes live? The best platforms help you understand why content performed, not just that it did.
- How do you support scale without losing authenticity? Social Core’s approach: smart technology handles logistics so humans can focus on strategy and creativity.
- What’s your AI strategy beyond generation? Enhancement and optimization often deliver better ROI than creating content from scratch.
The Bigger Picture
The shift toward intentional, platform-specific content isn’t just a trend—it’s the new baseline. As Matthew put it, you’re not competing against direct competitors in your category anymore. You’re competing to stop the scroll.
The brands winning this battle are those building genuine creator relationships, leveraging AI to amplify human creativity, and creating content with clear intent for each stage of the consumer journey.
Want to Dig Deeper?
- Watch the full call recording in your member center
- Review the presentation slides (available in our resource library)
- Join our next community call to discuss your own creator marketing challenges
Remember: This conversation, like all our community discussions, stays within our membership. Feel free to share insights with your teams, but keep specifics anonymized.
Have questions about Social Core or want to share your own creator marketing experiences? Drop us a note—we’re always here to facilitate the conversations you need.
