There are endless opportunities to mix and match post styles, metrics and campaign goals to find what works for you and the creators you partner with. The cost of creator content is heavily dependent on the compensation structure you land on. An influencer with a smaller following might have a strong foothold with your audience, and what works on one platform might not work for another. These benchmarks are far from one-size-fits-all, but they’re a great place to start evaluating your potential partners. Glewee uncovered a minimum threshold for each platform, so you can make sure that your creator content reaches a sizable, engaged audience. In short, followers and engagement are great proxies to measure a creator’s potential impact on your brand. So how do you find the right creator and measure the impact they could have on your bottom line? To answer this question, we teamed up with Glewee, a platform that connects brands and creators to collaborate on content and campaigns. Brand shoutouts in YouTube videos are cost effective and work well, since they’re embedded into the content audiences are coming to see.Ĭurious how your peers approach creator content across platforms? Use the dropdown below to see how businesses of different sizes prioritize creator content formats. On TikTok, link in bios are extremely popular since they drive conversion, making them a prime candidate for affiliate marketing plays like #TikTokMadeMeBuyIt-style content. On Instagram and Facebook, story posts reign supreme. More than half of consumers plan on spending serious time on the platform, but only 27% of marketers are putting money into YouTube creator collaborations. But marketers shouldn’t sleep on YouTube. It’s no surprise that Facebook, Instagram and TikTok reign supreme for creator partnerships. As marketers craft their creator marketing strategies, they’re trying to meet their audience where they are. Plus, who can resist the fun of learning something made me buy it #lululemonbackpack #goldenretriever #petsoftiktok #fashiontiktokĮvery platform lends itself to different audiences, creators and relationships between the two. If potential customers are coming in primed on how to use your product and the benefits of doing so, they’re more likely to be satisfied. It should be no surprise that brands are looking for creators to authentically show consumers how to use their product or service. Brands report a healthy mix of what they look for when partnering with creators.Įducational content takes the top spot for marketers. Different creators are masters of different content types-so it’s not a decision to be taken lightly. When it comes to types of content, brands have choices. A little less control over the content is well worth the benefits. With the right research and sourcing, you can identify creators whose followers intersect with your target audience, but may be less familiar with your brand. Hosting content on the creator’s account can give these campaigns a more organic feel with the added benefit of extending your reach. While creator content is paid media, it’s not necessarily owned by the brand.įor maximum reach, 45% of brands have the creator post on their own account, compared with 27% that only post it on their pages. The opportunity to reach your audience in a way that feels more organic can’t be overstated.īrands more than likely have to cede some control over to creators in order to capture the full benefits of these partnerships. Creators can even help you change your audience’s perception of your brand, with 16% of respondents citing that as a goal for their creator strategy. We’ve seen this across our research, with authenticity ranking as the second most important creator qualification by both marketers and consumers in the latest Sprout Social Index™.īy leaning on creators, 52% of marketers hope to strengthen their social community and 41% seek to promote their brand values. Creators have the power to reinforce your brand strategy by echoing your values and identity in a relatable way.Īfter years of filters and Photoshop, consumers are clamoring for the real. The relationships creators have with their followers is authentic and genuine, and that authenticity rubs off on your brand. Just like that, spade new york has me ready for a cute girly summer #katespadenycabana #ad
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