The brand value of digital content creators in 2022 and beyond

Picture this… you spend weeks and weeks – months, in fact – writing a book. Putting together beautiful words, expressions and illustrations, revising it, even getting someone to edit it for you and giving you a nod of approval. You get your book printed but your envisaged audience never reads it… because they don’t know about it.

If you don’t ensure that the information you want to share is reaching your audience effectively, you may as well be writing a book that ends up gathering dust on our own bedside table.

I have been in the marketing industry long enough to see brilliant information being generated but not getting to the correct audience simply because of how it is crafted and distributed. There are various ways for your content to reach the right eyeballs where it will be appreciated and used how you intended. One very effective option is using digital content creators, whose influence over their communities can benefit brands that are open to using this power to their own advantage.

The real value of content creators lies in the niche communities that they have created, which brands can then tap into to bring their messaging to life. According to Hootsuite, the key to unlocking online communities (no matter the size of your business) is in the hands of digital creators: “You no longer have to create a niche community from the ground up—you can find a community that you fit into and if you show up for them, they’ll do the same for you.”

The impact of digital communities – where digital content creators have a lot of influence – play out on social media more than any other digital platform. Many big social networks have come to appreciate the work of digital content creators and are constantly finding ways of monetising their work so they can pay them directly. According to The Economist, quoting Variant Fund’s co-founder Li Jin, 2022 is the tipping point for the world’s 50m social media creators because the ‘creator economy’ – the platforms and tools that allow creative individuals to share content, build an audience and make money in various ways – is now worth over $100bn.

By partnering with content creators, you are giving a louder – and more effective – voice to your content via a trusted person who your audience are willing to listen to. If someone wants to buy sneakers, who would they listen to more: a brand advert on their social media timeline telling them how fabulous their sneakers are OR a content creator connecting with them in a human way and giving an honest assessment of his experience with wearing the sneakers??

Let’s face it, people buy into experiences and trust their peers more than a brand advert. But brands have an opportunity to partner with digital content creators through their experiences of the brands’ products or services, and in turn creators use that experience to create rich, impactful and trustworthy content for your brand.?

You may be wondering how all this differs from influencer marketing. While they are similar in several ways, the difference is stated fundamentally in their names – content creators create original, professional and impactful content while influencers usually have a far larger following and post a brand’s content for a fee. For instance, influencers may be sponsored to post about cars today, make up tomorrow and a gardening tool the day after. Digital content creators, on the other hand, usually have a niche community they cater to and people trust them with educational content, tips and reviews around that particular topic.

Here are some tips brands can consider about working with digital content creators:

1.???Not every content creator is a right fit for your brand – their communities have very specialised interests. Do your homework and find one that is knowledgeable and passionate about your industry and can offer genuine expertise.

2.???Be prepared to divert from your brand guidelines a bit. What gives creators their influence is the unique flair and tone they have built for themselves and this may not always be in line with your strict brand guidelines. So don’t be scared to step out a little and have fun.

3.???Remember the authenticity and integrity of the content creator. Their communities depend on them for valuable content in their areas of expertise – so don’t expect them to be shouting your name and singing your praises overtly in their content. Their experiences with your brand, product or services and how they share it will do you more good than sucking up blatantly. If it’s not authentic, it’s no different to influencer marketing.

4.????Set your goals clearly and know what you want to get out of the campaign. Discuss this with the creator up front. Measure the results based on the goals set out. Collaborate with your content creator to get the results you want.