Choosing on-camera creators for different customer groups

Choose an on-camera creator for the customer question they can answer and the work they can perform. Start with the use situation, language and explanation needed.

Appearance or assumed identity is a poor substitute for evidence that someone can use and explain the product. If personal experience is central to the message, ask what the creator can truthfully speak about.

Describe the viewer's situation

Before considering candidates, note what the viewer is trying to decide, what they may already know and which product detail needs showing. A first-time buyer may need a setup sequence; an experienced buyer may want a closer look at a feature. These are different presentation tasks, even if both viewers fall within one broad age group.

Avoid turning a customer group into a stereotype. ‘Older customers need a confused person on camera’ is not a useful brief. ‘Viewers need to see the small controls clearly and hear each setup step’ describes a production need. If there is no evidence for a claimed customer preference, treat it as a question to explore.

Match the person to the message

Assess three forms of fit separately:

A creator does not have to be a typical member of a customer group to explain a feature. Shared identity alone does not establish demonstration skill. If a campaign uses a personal story, let the creator state its limits. Do not script an experience they have not had or imply they independently chose a product supplied by the brand.

Assessing Creator Fit: Task, Communication and Experience

Cast without narrowing the pool unnecessarily

Invite creators to show relevant work and describe how they would handle the same scenario. Keep questions tied to the assignment, offer a practical way to discuss any filming or communication adjustments, and record decisions against the agreed criteria.

Where several customer situations matter, consider more than one creator or more than one explanation. A single spokesperson cannot speak for an entire community. Check the proposed script and final cut for truthful product claims: the ACCC provides general guidance on avoiding claims that are false or misleading and can require businesses to back up claims.

Record what each chosen creator will show, why it helps the intended viewer, any personal claim they will make and the evidence for product facts.

ACCC Guidance on Influencer Claims and Evidence