2. Creator Account Structure

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Why dedicated accounts beat one-off posts, the 5 account types to run, and how to set each one up and hand it off cleanly.

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One-Off Influencer Post vs Dedicated Creator Account

Dimension	One-Off Influencer Post	Dedicated Creator Account
Ownership	Brand doesn't own the account or the following; content and audience disappear if the creator relationship ends.	Brand (or its agency) owns the account, the handle, the following, and the content library long-term.
Consistency	One post, one shot at performance — no compounding audience or format learning.	Ongoing posting builds a returning audience and compounds format learnings post over post.
Algorithmic Trust	New, unfamiliar account each time — starts from zero trust signal on the platform.	Established watch-time and engagement history the algorithm already trusts — new posts get faster initial distribution.
Cost per Install Over Time	Fixed cost per post; install volume resets to zero after every campaign.	Upfront setup cost, but cost per install drops over time as the account's organic reach compounds.

Archetype	Content Focus	Posting Frequency	Primary Job in the Funnel
Everyday User Account	Real, unscripted use of the app in daily life, first-person.	5–7x/week	Top-of-funnel reach and relatability — feeds Problem-Solution Demo and POV Day-in-the-Life.
Power-User/Tips Account	Advanced tips, shortcuts, lesser-known features.	3–4x/week	Converts existing users to daily users — feeds Feature Reveal and Myth-Bust.
Founder/Behind-the-Scenes Account	Founder or team narrating decisions, building in public.	1–2x/week	Builds the trust/authenticity layer that supports Testimonial and Comparison formats.
Comparison/Review Account	Direct comparisons to competitor apps, "alternative to" content.	2–3x/week	Captures switching intent from competitor audiences, mid-funnel.
Community-UGC-Repost Account	Reposts and stitches of real users organically posting about the app.	3–5x/week	Bottom-of-funnel social proof — lowest-cost content since it's repurposed, not produced.

Bio copy formula: [what the app does in 4–6 words] + [who it's for] + [one differentiator]. Example: "Budgeting that doesn't feel like a spreadsheet. For people who hate finance apps. Free to start ⬇️"
Link-in-bio structure: one single link, direct to a store-page redirect that auto-detects iOS vs. Android and routes accordingly — not a generic link tool with 6+ unrelated options.
Pinned video selection rule: pin the single highest install-rate video from the last 30 days, pulled straight from the Install Tracker — not the highest-view video. Swap it the moment a new video beats the current pinned video's install rate.

Naming conventions: [app name or category] + [archetype descriptor], e.g. "@budgetwithmia," never "@officialappaccount" or anything that reads as a corporate handle.
Content ownership/rights: brand owns the account login, the handle, and full commercial usage rights to every posted asset — in writing, before the first post goes live, not after.
Handoff process: creator delivers raw + edited files to the brand-owned shared drive within 24 hours of posting. Brand team confirms performance is logged in the Install Tracker within 48 hours of posting.