#018: To Creator, Or Not To Creator, That Is The Question... ??

If you're anything like me, you have probably found yourself down a scroll hole on YouTube or TikTok at 2 AM, binge-watching content creators doing everything from cooking bizarre air fryer recipes to unboxing the latest smartphone. But, ever wondered why more and more brands are buddying up with these creators?

Let’s dive in...

Remember the days when creating an advertisement required a Hollywood-sized budget, a star-studded cast, and a director who wanted everything “just perfect”? Not to mention, all those people fussing about lighting, make-up and auditioning extras. Those days, though not entirely behind us, have certainly taken a detour.

I frequently hear from business owners who've tried collaborating with content creators, only to feel underwhelmed by the outcomes.

The one big common misstep for brands seems to be a misunderstanding of a creator's role.

Engaging a creator doesn't automatically designate them as an influential opinion leader or good at selling.

Sometimes, a creator's primary function might just be to supply photos and videos of your products for your exclusive use on your profile.

There are three distinctive camps when it comes to engaging creators:

1) Those that create content for your social feed (or social ad's) at a more cost effective rate than it would be to produce yourself.

2) Those that promote your product/service to their audience in an engaging way.

3) Those who sell your product/service to their audience via trackable links.

Many businesses are tapping into the creator talent pool not to leverage their niche audience influence but to simply use their creativity and technical prowess.

By collaborating with content creators, companies can obtain high-quality, customised media assets for their websites, social platforms, and marketing campaigns, all tailored to resonate with their target audience.

This ensures fresh and authentic assets for your socials? that are relevant and engaging, without necessarily diving into the influencer domain.

Unless you’re one of the big brands like #Pepsi or #Coca-Cola, you’re not going to have the budget to hire a creative crew every-time you need fresh content.

Content creators, on the other hand, are a one-stop-shop. They film, edit, act, and even come up with concepts for a fraction of having a production team at your disposal.

Content creators who sell have worked hard to establish trust with their followers. So, when they recommend a product, it's personal.

Exactly like a word of mouth recommendation from a friend.

Using creators establishes a level of genuineness and relatability resonates with viewers, making them feel as though they're receiving advice from a trusted friend rather than a sales pitch from a company.

If you would like to chat more about creators and influencers, book an Ask Me Anything session in my calendar here .

Have a great week & keep shining.

E x