Multi-Platform Mania: Why Brands Must Follow Fans' Favourite Creators - Saulderson Newsletter - 29th February

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This week we're discussing why brands must follow fans’ favourite creators.

Multi-Platform Mania: Why Brands Must Follow Fans' Favourite Creators

The loyalty of creators and their audiences is no longer confined by a single platform. Today's savvy consumers follow their preferred creators across multiple platforms, creating a complex yet exciting landscape for brands navigating the influencer marketing space. This newsletter explores this evolving trend, analysing its implications and offering insights for brands seeking to connect with their target audience effectively.

Why the shift towards multi-platform engagement?

Several factors contribute to this phenomenon:

• Content diversification: Creators are no longer siloed into specific platforms. They leverage diverse formats - from long-form videos on YouTube to short-form snippets on TikTok - to cater to different audience preferences.
• Audience demand: Consumers seek a holistic experience with their favourite creators, wanting to engage with them across their preferred platforms. This fosters a deeper connection and allows creators to showcase different facets of their personality and content.
• Evolving platform dynamics: Each platform has its own strengths and limitations. Creators understand this and strategically utilise different platforms to reach various segments of their audience and achieve specific goals.

What does this mean for brands?

Adapting to this trend requires a shift in strategy:

• Embrace the multi-platform ecosystem: Move beyond a one-platform approach and consider how creators utilise different platforms to engage with their audience. Partner with creators who align with your brand values and whose content strategy complements your marketing goals across various platforms.
• Focus on content experience, not platform presence: Instead of solely focusing on platform reach, prioritise the overall content experience and how creators seamlessly integrate your brand message across their platforms. Think beyond sponsored posts and explore creative collaborations that resonate with their audience.
• Data-driven insights: Utilise analytics tools to track performance across different platforms, understand audience engagement with specific content formats, and optimise your strategy accordingly. Analyse how creators integrate your brand across platforms to gauge effectiveness.

Examples of successful multi-platform collaborations:

• Lululemon and Michelle Lewin: The fitness apparel brand partnered with Michelle Lewin, who utilises Instagram for motivational posts and YouTube for longer workout videos, to reach a diverse audience across platforms.
• Samsung and MrBeast: The smartphone company partnered with MrBeast, known for his elaborate challenges on YouTube, to leverage his storytelling abilities and reach on TikTok and Instagram to promote their latest phone launch.
• Glossier and Emma Chamberlain: The beauty brand partnered with Emma Chamberlain, who utilises YouTube for vlogs and Instagram for product reviews, to authentically showcase their products and connect with her audience across both platforms.

Looking ahead:

The rise of multi-platform creator engagement presents both challenges and exciting opportunities for brands. By understanding the evolving consumer landscape and adapting their strategies accordingly, brands can connect with their target audience in meaningful ways across diverse platforms, fostering deeper engagement and maximising the potential of influencer marketing.

Source:

• Influencer Marketing Hub: https://influencermarketinghub.com/

Join the conversation!

• What are your thoughts on the importance of multi-platform creator engagement?
• How are you adapting your influencer marketing strategies to this trend?
• Share your experiences and insights in the comments below!

LINKS TO OUR GUIDES:

• Viral TikTok Strategy
• Essentials for Finding Influencers

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Thank you for reading our newsletter, we hope you have a wonderful rest of your week! Again, we'd like to remind you to pick up our FREE Influencer Marketing Guide .