Social media and the web have significantly changed how media is perceived. Over the years, many individuals have become content creators in their own rights, carving out a new niche in the marketing world. With TikTok, Instagram, and YouTube, brands now have more options to promote their services or products, leading to the development of the “creator economy.”
Content creation, in general, involves what goes on behind the scenes, from this article you are reading now to the tutorial video you have just watched on YouTube. At the crux of it all, content creation helps people to discover and learn about your brand’s services and products.
The people that function behind the scenes, also known as content creators, are responsible for charming, engaging, and attracting consumers and leads, aiding in the growth of your brand’s pool of loyal customers. At the end of the day, if your brand has not been working with content creators, you are missing out on a huge opportunity for growth.
In this guide, we want to briefly showcase the significance of why your brand should hire a content creator in future campaigns.
The need for content creators
Even if you have an amazing team of marketers, a campaign that demands content creation demands a content creator. A content creator can be an animator, videographer, graphic artist, writer, or a combination of everything.
Content creators are individuals with the innate talent to tell meaningful messages and stories through their content. While it is possible an individual in your editorial or marketing team may possess such talent, the distinct difference in hiring an actual content creator is their reputation, experience, and expertise in the field.
On paper, influencers and content creators are often used interchangeably. However, the key difference is the meaning behind their titles. An influencer’s primary purpose is to serve as the brand’s marketing agent, bringing in business to them. A content creator’s primary purpose is to create and share relatable and unique content that brings value to consumers.
That being said, many social media influencers have, over the years, been known as content creators, too, with some even rising to KOL statuses.
The importance of content creator and brand collaborations
In today’s society, content creators have progressed beyond being a niche in the marketing world, indicating that the “creator economy” is booming. As consumers are looking to content creators for inspiration, such creative collaborations can help brands reach the right pool of consumers, allowing them to establish a healthy brand reputation.
The thing that makes content creators such valuable marketing assets is not just their competency in creating influential content but also their ability to bring the best of the brand’s value. If brands are looking to boost purchasing decisions, content creators are able to push consumers towards that direction.
How to find the right content creator for your brand?
We want to make it clear that engaging a content creator with a significant following is not the key to a successful KOL marketing strategy. You need to choose the right one that suits your brand’s needs. When you engage a content creator, you are investing in not just their experience and expertise but also their reach. Therefore, you need to be specific about your marketing goals.
Here are some steps to help you collaborate with the right content creator.
1. Decide on the type of content necessary for your campaign
You need to know the outline of your brand’s marketing needs in order to know the type of content that best fits.
2. Set a budget
Consider how much your brand is willing to spend on the campaign. The total marketing expenses depend on a few factors, such as the type of content necessary, the content itself, the experience of the content creator that you will be engaging with, and the size of the campaign.
When setting aside a budget, it is vital to note that certain content types need a longer time to produce than others. Hence, if your campaign has a tight deadline, be prepared to spend more.
3. Check within your community
The best way to find the right content creator is within your own backyard. Check your community space to find which content creators have mentioned your brand or brands in your industry. This will speed up the collaboration process significantly as well as boost the chances of a successful campaign.
4. Make use of collaboration tools
There are several collaboration tools that allow brands and content creators to discover collaborative opportunities, such as IG Creator Marketplace. Using such tools helps to streamline the collaborative process by matching brands with the right content creator and vice versa.
5. Check the content creator’s KPIs
Evaluating the content creator’s performance metrics is crucial in ensuring that you achieve your campaign goals. When you discover a content creator you like, conduct thorough research before making a decision.
6. Keep out for competitors
Researching your competitors does not mean having to copy their campaign strategies. It is a good way to look out for potential content creators you can partner with.
It is not a secret that content creators have gained a foothold in the marketing world as they are able to help brands reach a newer pool of consumers outside of traditional mediums. Choosing the right content creator can result in not just more significant revenue and leads but also a significant boost in brand authority and recognition that traditional advertising cannot offer.
If this guide has convinced you to collaborate with content creators in your future campaigns, then look no further than Kobe. We take pride in matching brands with the best-suited influencer, KOL, and content creators for their campaign needs. For more information, visit https://www.getkobe.com/ to find out more!