Captain’s Log: October 31, 2024. While the recruitment campaign for models in Mexico continues to run on Instagram, I wanted to jot down a few observations that have been brewing.
After nearly three days, I’m noticing a distinct difference between the candidates from Mexico and those from Colombia. To be clear, both campaigns targeted the same audience, with only the geographical setting changed.
On average, the Colombian candidates were in greater need of work (often from lower-income backgrounds). In contrast, the Mexican candidates seem largely middle-class. This difference shows up in the quality of their photos (suggesting better phone cameras), the activities they post about, their style, and overall presentation. Fewer questions have come up about payment. There’s a stronger sense of personal branding and alignment with their niches, and I’ve come across more expats living in Mexico too.
So far, lead quality has improved while costs have stayed about the same. However, the number of applications is lower. At this stage in the Colombian campaign, I’d received applications from 5-6 models, with all materials sent. In Mexico, only one model has applied, and she hasn’t submitted everything.
This tells me there’s an issue. I suspect two possible reasons:
- Ad Messaging: The Colombian ad was more direct, emphasizing “Earn in dollars!”—an attractive hook in Latin America. I removed this line in the Mexican ad to avoid issues with Instagram (as my account had previously been banned).
- Landing Page Effectiveness: Recruitment materials are top-notch, as I’ve mentioned before, so the lower response might be due to an economic proposal that doesn’t resonate. To test this theory, I began an A/B test this morning. I’m now sending some models an alternative offer: a 60/40 revenue split, favoring the model. Let’s see if this shift changes anything.
I’ve also simplified the final application step. Previously, applicants were asked to email two photos and a statement on why they wanted to join the agency. Now, there’s a sleek form (thanks to fillout.com, free and easy) embedded directly on the page with three quick questions.
I’ll update soon with results. Luckily, I have a three-hour lead over Mexico, so all adjustments made at 11 am my time hit their 8 am.
