Playbook
Seeding Theme Pages Without Getting Burned
How to find, price, and brief the accounts your buyers already follow.
Theme pages are cheap until they aren’t. Here’s how to find the good ones, pay a fair price, and write a brief that doesn’t read like an ad.
Finding them
Start with ten of your best customers. Look at who they follow that isn’t a person. That list is your first draft.
Pricing
Price on the engagement of recent posts, not follower count. A page with a big following and quiet comments is a billboard in an empty street.
The brief
Give the page the product, the date, and one line on what makes it funny or beautiful. Then let them write it. They know their audience better than you do.
