This interview is with Victor Hsi, Founder & Community Manager at ContentBanks.com.

Victor Hsi, Founder & Community Manager, PRpackages.io

Can you introduce yourself and tell us about your expertise in PR packages and brand deals?

Hey, I’m Victor. I run a PR Package Database & Brand Deals Database for content creators. We run a UGC Creator platform for brands and figured adding complementary offers would work very well with creators.

How did you get started in this field, and what led you to create databases for PR packages and brand deals?

We run a UGC Creator platform. It was previously a UGC Creator agency but pivoted after the recent AI UGC boom. We shifted our focus to featuring jobs for creators instead of being an agency.

You’ve mentioned holding the exact-match domain PRPackages.io. How has this strategic decision impacted your business and SEO efforts?

We now rank page #1 for the term “PR packages” and get daily sign-ups from holding the domain name.

Can you walk us through your process of sourcing and vetting creators for your PR package database? How do you ensure quality over quantity?

Ah, we run both a PR package agency, although the agency isn’t too active anymore – creators still sign up through our meta ad. We mostly use it as a productized lead-generation service to sell to our audience.

You’ve talked about using themed newsletters for different aspects of your business. How has this approach helped you in segmenting and targeting influencers more effectively?

We earn primarily off beehiiv ads, and having themed newsletters gets us different ad placements. This helps us earn more $ from the same audience, which is effective in terms of ROI.

Many businesses struggle with ROI in influencer marketing. Based on your experience, what are some common pitfalls to avoid when working with creators for PR packages?

Follower count is not an indicator of quality; engagement is. You are more likely to get quality conversions from an influencer that has high-quality, niche content as compared to a generalized one.

You’ve mentioned using a free lead magnet to grow your email list. Can you share a specific example of how this strategy has worked for you, and any unexpected challenges you faced?

We give away a free PR package lead list—creators download it to pitch themselves to brands. It grows our list fast since it’s high-intent and zero-friction. One challenge being, a lot of low-quality signups or ghost openers. To fix that, we added a soft paywall later (like a $3–$5 upsell) to filter serious users. Still one of our best-performing growth plays.

How do you stay ahead of trends in the PR package and brand deal space? Can you share an example of a recent trend you’ve incorporated into your strategy?

We track TikTok UGC daily – if a product’s blowing up, it’s a sign brands are pushing it or creators are loving it. Once we spot a trend, we find similar items in dead stock and bundle them into PR kits. We matched them with skincare creators and saw solid unboxing content and click-throughs after.

Looking ahead, what changes do you anticipate in the PR package and brand deal landscape, and how are you preparing your business to adapt?

The UGC creator space has no barrier to entry, so we’re already seeing saturation – everyone’s a “creator” now. Quality will drop as more jump in just for free stuff. We’re prepping by filtering creators tighter and matching them to brands with actual conversion data. PR packages will still go out, but we’ll lean harder on performance, not just aesthetics.