What's an Archetype?
An Archetype in short is a specific type of person you are marketing towards. Think of it as an 'avatar'.
So for a fun, pimple patch brand - you would be looking for a gen z creator, who celebrates their real skin, is very up on current trends, speaks with gen z lingo with phrases such as 'hot girls don't gatekeep' and cares as much about aesthetics as they do effectiveness. This style of content would suit quick cuts, aesthetic shots, showcasing real skin, very cute, fun, uplifting content.
Whereas, for a brand that focuses on clinically backed retinol - you would be looking for a mature creator who has started showing signs of visible ageing, care a lot more about effectiveness of a product over looks, want more guidance and advice, more clinical/science language for efficacy used, authoritative tone. This style of content would be more drawn out, showcasing the effectiveness over time, speaking to their experience, and utilising more statistics or clinical terminology to discuss why they have chosen the product or seen these results.
Understanding exactly who your archetype is and how to cater towards them allows for you to pick creators for your audience. This way they can visible connect and relate to your ad before a single word is even spoken!
If you have any questions, please reach out! I'm here to help :)
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Aspy Pitts
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What's an Archetype?
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