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For the past few years, we have seen an explosion in the use of the term “content creator.” While it seems like an identity or profession birthed out of Millennial and Gen Z culture, content creators have been around forever. From scribes that wrote the earliest written texts of Sumerian civilization to the producers and filmmakers that create the numerous entertainment options provided by modern-day streaming services like Netflix, Hulu, and Disney+, content has always been around us.
Social media birthed a new era where content creators are the new “it girls.”
This is not completely surprising as consumers are more media savvy and understand how marketing and advertising works. The bottom line? Your average customer knows when they’re being marketed to. They’re tuning out the noise of over 6,000 to 10,000 ads each day and turning to their most trusted sources of information to learn about the products and services they should be purchasing.
Oftentimes, those trusted sources are their favorite content creators. Whether they have their own podcast, YouTube channel where they review products, host a weekly Twitter Space, or provide daily inspiration to their followers on Instagram, creators have redefined what it means to have a personal brand and “influence.” Now, brands are tapping into the creator economy to work with content creators for their campaigns and programming on a day-to-day basis.
Content creators are mini agencies. The game is getting more and more competitive. — The Voice of Marketing (@LeboLion_SA) September 15, 2021
Content creators are mini agencies. The game is getting more and more competitive.
— The Voice of Marketing (@LeboLion_SA) September 15, 2021
Whether they do design, ideation, photography, and/or videography, creators have a niche skillset that can help you create fresh, exciting content. They can create high-quality content quickly. They are a simple solution to populating your calendar with content that your customers will enjoy and keep them wanting more.
If you haven’t started building out a strategy to develop meaningful partnerships with content creators, consider this your sign to start. Without creators, you’re missing an opportunity to make your content stand out.
There will always be a need for content which is why content creators are now a hot commodity. According to Influencer Marketing Hub, since 2020, venture capitalists have invested $800 million into creator economy startups.
Social media has provided creators with an opportunity to reach wider audiences, showcase their work and define their own communities online. While creators are building their own brands, industry professionals are paying attention to the individuals who have that “it factor”—the talent and skill set of a career creative coupled with a relatable personality.
The culture is shifting. While influencers and celebrities have large followings and appear to have more reach on paper, brands are looking to them to show value beyond follower counts. They are looking for metrics like engagement and impressions, and often prefer to give influencers referral links to ensure that they can use their influence to make a sale.
Content creators have a unique opportunity because they’re not always needed for their reach, but rather their creative talent.
Follower count, while a common KPI for growth measurement, doesn’t tell the full story. With that, many social strategists are putting more of a focus on micro-creators (creators with less than 10,000 followers). While they may have a smaller audience or oftentimes no social media presence at all, their value is in the quality of work they produce. Because creation is what they focus on, you can expect them to put more effort into producing a piece of content that you will be happy with—and they will be proud of.
In my work at Sunwink, we partner with creators to produce content for all of our digital channels. This content has ranged from simple UGC-syle photos of our products to written blog posts, to recipe content for Reels.
We hired Brianna Cherniak, a certified herbalist and content creator with less than 5,000 Instagram followers, to create an educational reel to support a product launch. During that time period, our Reels earned an average of around 2.5k views. In the month of the Reel’s publishing, Brianna’s video was our second top-performing video with over 11,000 views.
Erika Ellis, Brand Strategist at sustainable streetwear brand UNLESS, also believes that smaller content creators are more valuable than ever.
Erika Ellis Brand Strategist
If you’re planning to hire content creators, you want to think about the longevity of the relationship you want to have with them. They know their worth and the content creator community is tight-knit across platforms and channels, so act accordingly.
Joechuck Norris Influencer Strategist
Content creators are the moment and the future. No matter their strengths, they’re constantly growing by acquiring new skills and being more proactive in their approach to presenting their work to brands.
As they build their own communities and participate in more collaborations, they gain just as much knowledge about marketing, branding, and advertising as seasoned professionals in the industry. This means that they have the words, imagery, designs and strategic vision to create the world that they want to see.
Content creators will change the world! 🚀 — brycent 👑🚀🚀 (@brycent_) September 14, 2021
Content creators will change the world! 🚀
— brycent 👑🚀🚀 (@brycent_) September 14, 2021
They are the new change-makers, entertainers, and visionaries. The best thing you can do is sit back and watch…and also open your purse.
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