Follow the Creators

In the dynamic world of social media today, a more appropriate question for brands is ‘how’ they are collaborating with creators rather than ‘if’ they are collaborating with them. Adding to the significance of this topic is a recent update to the Instagram algorithm, which will give priority and more reach to original content creators vs those accounts that just repost. These digital native content creators have fundamentally reshaped social media and the strategies that brands employ to engage with their audience. Creators, a term which can sometimes be used loosely to refer to influencers as well, have not only changed how content is consumed on social media (and other channels, but more on that later) but have also revolutionized the way brands connect with consumers. With only 26% of millennials trusting traditional marketing and a whopping 90% of consumers saying they’d consider a brand or product if it was promoted by their favorite influencer, it’s no wonder creators have changed the social media game.??

The first question a brand is likely to ask when entering into a creator partnership is, “What’s my ROI going to be?” While promo codes and affiliate links can certainly help identify a specific $ amount of revenue generated from the partnership, the fact is that 78% of users have purchased a product after seeing it on TikTok through a creator.?That doesn’t always mean they will purchase instantly, so to focus only on the bottom line means not considering the bigger picture. Beauty brands, largely seen as the trendsetters on social media, have and continue to partner with creators to create engaging, educational, and authentic content. A good example of this is The INKEY List | B Corp . The UK-based brand has quickly risen in popularity in six short years, largely thanks to its strategy on Instagram and TikTok working with creators. These collaborations have reinforced trust and authenticity between the brand and its customers and helped drive sales and grow its following.?

Similarly, in the fashion industry, influencer partnerships have become a cornerstone of brand marketing strategies. Take the case of Fashion Nova , a brand that has achieved remarkable success and over 21M followers on Instagram by primarily collaborating with influencers and creators. This approach has allowed them to reach a wider audience and drive sales through authentic collaborations. Coach is another brand where influencer collaborations are at the forefront of their social strategy. They vary from having thousands of followers to millions, and everything in between.??

No conversation about creators is complete without mentioning the travel and hospitality industry. Airbnb , for instance, has embraced user-generated content (UGC) as a powerful tool for storytelling. Through their "Live There" campaign, Airbnb encouraged users to share their travel experiences on social media, turning customers into creators and brand advocates. By showcasing authentic user-generated content, Airbnb humanized its brand, which inspired others to explore the world through its platform. After all, people trust people more than brands, so when a brand's customers can promote the product or service in an authentic way, their friends and family listen. Virgin Voyages latest campaigns include a ton of creator content – why? Because it allows them to reach their target audience effectively and authentically. Uber Eats is another brand with creator partnerships at the forefront of its strategy – including using their collaborations as part of their paid social campaigns, such as their collaboration with AMP Exclusive. They've even gone a step further and used creator assets on channels outside of social, such as CTV and Out of Home (OOH).??

The fitness industry provides another compelling example of how creators have transformed social media strategy for brands. Gymshark , a fitness apparel brand, has built a community-driven approach by collaborating with fitness influencers on TikTok, Instagram and YouTube. As well as prominently being featured on Gymshark's feed, these influencers share their workout routines, nutrition tips, and product reviews on their own pages, creating engaging content that resonates with Gymshark's audience and drives brand loyalty.?

In addition to influencer partnerships, brands have also embraced long-term collaborations with creators to maintain consistency in their messaging. Nike, for instance, has established enduring partnerships with athletes such as Venezuelan soccer sensation Deyna Castellanos (a gender-equality advocate) or Philippina-American breakdancer Logan Edra. These partnerships go beyond traditional endorsements, reflecting shared values, culture, and a commitment to excellence. By aligning themselves with influential creators who embody their brand ethos, 耐克 has strengthened its connection with consumers and reinforced its position as a leader in the sports industry.?

Furthermore, creators have played a crucial role in driving social change and raising awareness about important issues. Brands such as Patagonia have partnered with environmental activists and outdoor enthusiasts to advocate for sustainability and conservation efforts, including their recent partnership with Home Planet Fund . Through their collaboration with creators who share their values, Patagonia has amplified their message and inspired their audience to take action about a topic that is deeply important to the Patagonia customer.?

In the ever-evolving landscape of social media, creators will continue to shape brand strategies and redefine the way brands engage with their audience. By prioritizing authenticity, storytelling, and meaningful connections, brands can harness the power of creators to drive engagement, build loyalty, and achieve their marketing objectives in the social media era. The influence of creators on social media strategy is undeniable and will only continue to grow in the years to come. If they are not already part of your brand strategy, they should be.??

Interested in learning more about creators and influencers? Let's talk. Send us a DM or reach out by email to [email protected] .