businessroundups.org 30 Under 30. Founder and CEO of Gleweethe all-in-one platform for influencer marketing.
Brands and organizations have been quietly working with content creators for years to help them make a statement on social media. But only recently have I seen most brands discover the need to work with creators.
The word is out in marketing and content creators are now in high demand.
That once small, emerging marketing tool known as influencer marketing is now an integral part of the marketing matrix and has become the loudest strategy in the room. Globally, the influencer market, worth $13.3 billion by 2021, is expected to $109.37 billion by 2028.
The proliferation of brands aligning with content creators gives ascent to the creator economy. Creators are increasingly working with agencies and talent managers who help them manage the business side of their brand. Brands are even moving towards co-creation by launching new products with creators, taking advantage of valuable audience insights and real-time reactions in the creator’s unfiltered comment sections.
As marketers recognize the power of digital platforms to bring personalization, relevant content and authenticity to their brands, it’s important to find the right content creators who can help tell these stories.
The difference between content creators and influencers
While the terms are often used interchangeably, content creators and influencers have similarities, but there are some key differences.
Content creators join brands to create engaging, unique content that is delivered to their audience, sometimes focusing only on financial selling. You can see content creators as ambassadors who can launch products or brands.
In contrast, influencers are only allowed to post sponsored content from a brand, spreading awareness of brands and products to their community. Both content creators and influencers are highly sought after by brands looking to make a strong impact online.
Makers use their personal stories or creative ideas in their work. Brands should choose creators who produce material that appeals to the audience they want to attract. This is why brands and creators must match in terms of embodying the same principles, creative vision and social awareness.
A solid content creator strategy goes beyond attracting followers; it’s about building a community of like-minded people who share common ideologies.
The influencer marketing industry is segmented into two types of content creators: organic and viral.
Depending on your brand strategy, business goals, budget and audience profile, it may make sense to work with one or the other or both. Organic creators often have smaller communities and fewer views online. They also fit into the nano or micro influencer category, reaching between 1,000 and 50,000 followers online.
Organic creators and micro-influencers typically have emotionally engaged audiences, resulting in exceptionally high engagement. This audience segment is more likely to respond to the creator’s recommendations. Many brands, agencies, and businesses rely on organic content creators for growth as they introduce brands to curious and motivated audiences.
As I described in more detail in a previous article, the middle tier of content creators is known as middle tier or macro influencers. This category of content creators can be the ideal place for brands that want to move beyond launch and recognition and focus on driving sales.
Viral creators, mega influencers, and celebrities, typically with over 1 million followers on any given platform, will be the most expensive brand ambassadors, sometimes charging millions for just one post. These trendsetters have a significant audience reach with their huge online following and ability to generate buzz.
When choosing between organic and viral creators, brands should consider the difference in cost, visibility, and connection. Brands can partner with organic creators at a lower cost to authentically connect with smaller, but engaged audiences. When choosing viral creators, brands pay more for unparalleled visibility, but don’t always connect with the most relevant consumers for their product or service.
Compete for audience reach
The type of creators your brand works with depends on several factors, including your target market and budget. Content creators can help your business grow, but only if they’re aligned with the brand you’ve created.
Brands should look for creators with relevant experience, a strong portfolio and creative thinking. You also want to look for someone with strong communication skills and a strong work ethic. This type of content creator should be able to work better with your team.
In general, social media platforms, technology and influencer marketing are constantly changing and evolving. As consumer behavior on these platforms changes, it is essential to use reliable data to analyze what works and what needs to be adjusted. Experimenting with new tactics, collaborating with different types of creators, and measuring success can keep your brand marketing and content strategy performing at its best.
One of the most important aspects of content creation is the ability to tell a brand’s story. I believe the right content creator can do a lot to help your brand’s narrative arc. It’s about finding the right fit.