Tips for Brandplay in the Creator Economy, Marketing & Advertising News, ET BrandEquity
It’s 2022 and we should stop calling content creators influencers. Instead, we should start talking about how they are able to conceptualize, shoot, edit and promote content on their own, which otherwise requires at least 6 team members and 2 agencies and double the cost. And the relatability of the content produced by these creators requires a separate discussion all together.
We live in the attention economy, where until now brands have used platforms to tap into consumer impulses in an effort to dominate them. And that’s how every tactic from autoplay to effects/filters became more aggressive. The need to produce content and that too at breakneck speed was like a rock sitting on every marketer’s nerves – have you ever used IGTV? Are you on the metaverse bandwagon? Do you use stickers, polls, and stories to build your brand? Are you video first? The content monster simply couldn’t be sated and in this conundrum, brands have found capable partners in content creators who take the burden of production off your hands and can deliver 10-12 pieces of articulated content in a matter of days.
Today we live in a creator economy.
Content creators aren’t just in demand for the captive audience they have. To brands, they bring the freshness of concepts, ideas, approach and a much-needed condiment of variety to the wire with their authentic tone of voice.
Build a network of content creators for brands
1. Schedule a brand induction – Schedule time to talk about the brand, provenance story, target consumer, do’s and don’ts. Build a narrative, make them live the brand before they speak for the brand. Content creators are innovative storytellers who find their own take on brand spiel. But without the immersion session, brands often receive generic content and become disillusioned.
2. Engage diverse voices – People of color, gender nonconforming people, immigrants, people with disabilities, and/or creators promoting body positivity exist and come with their own loyal following. Their content is often an important factor influencing purchase decisions and therefore cannot be given less priority.
3. Stay in touch – Start by compiling a list of creators you would like to collaborate with and establish conversations so that an existing relationship exists when you are ready to launch your campaign. These voices are so distinct that the content could relate to your viewers across platforms, allowing your brand to reach new audiences you may not have reached before.
Gone are the days when a brand could collaborate with a creator for a post or a tweet. Today, it’s about brand advocates – who believe in the brand almost as much as you do. And therefore, brands need to forge long-lasting partnerships to be able to create content in different formats. Brands today need to build their own army of evangelists who are not flashes in the pan, but rather those who integrate the brand into their narrative in an organic way. The creator economy will soon dominate brands’ business models, and brands will need to choose, choose and invest more wisely for their own long-term benefits.
Finally, when calculating content marketing ROI, don’t label it as performance marketing and compare it to digital ads for direct conversion. A seasoned marketer would split the cost between production and brand awareness media spend, knowing full well that content marketing adds to brand equity and other brand health scores. It’s a long-term strategy, not a short-term tactic.
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