Caught yourself scrolling YouTube or TikTok past midnight, hypnotised by creators crafting everything from Halloween-themed cupcakes to unboxing the newest tech toy? Ever paused and wondered why brands seem to be in a mad rush to join forces with digital creators? asks social media expert Emily-Rose Hills, founder of The Social Media Coach.

Let me help you demystify the world of content creators and find out why they are the Most Valuable Players of Brand Building..

Gone are the days when crafting an ad felt like producing a blockbuster movie, with astronomical budgets, celebrity appearances, and the relentless pursuit of perfection. Creating a 30-second advertisement could set you back millions by the time you hire an A-lister celeb and make sure every little detail is perfect. Not to mention going over budget if things didn’t go to plan. While that era isn’t entirely history, it’s surely taken the scenic route.

Often, I encounter business owners who’ve dabbled with content creators but didn’t quite hit the mark. The frequent hiccup? Misinterpreting the creator’s purpose. Not all creators are influencers or sales gurus. Sometimes, they’re just the talent making great photos and videos for a brand’s online presence.

There are two types of content creators. Those who:

1. Craft content for your digital space.
2. Experts selling to their loyal followers.

Why rope in a creator for your digital content?

Brands are slowly recognising that creators aren’t just about flaunting products to millions; they’re also creative powerhouses. These collaborations result in bespoke visual content for websites, social media, and campaigns, ensuring brands vibe seamlessly with their demographic. Collating a full-scale production team for every new set of images or videos for socials isn’t very budget-friendly, even if you are McDonalds or one of its big brand competitors.

Budget-friendly Content Creation – Your wallet’s best friend

Authentic on a Budget

Shelling out for a full-scale production every time you need social media content isn’t feasible. Who can afford a crew—actors, lighting and sound engineering, editors? While in contrast, creators are your Swiss army knife: filming, editing, creative concepts, and delivering without costing an arm and a leg. Plus, there’s an undeniable charm in discussing a product from their bathroom, bedroom or kitchen. It feels more genuine.

Adaptability

Trends come and go almost overnight, so connecting with a content creator is key. If you want someone to take on the ‘paint your town red’ dance challenge. Digital content creators are pros at real-time content crafting, often able to provide a fairly quick turnaround.

Sales tactics – Digital word of mouth

Let’s confess, that we’re all prone to impulse purchases when a revered creator gives a nod to a product, be it electric nail clippers or HiSmile purple toothpaste. These creators have poured effort into cultivating credibility amongst their audience. Their product endorsements might as well be a recommendation from your BFF.

Reliability

Working with creators feels genuine, building a connection with viewers. This makes audiences feel like they’re getting advice from a trusted friend instead of a scripted company pitch. So, their product recommendations carry more weight.

Interactive promotions

Ever yelled a question at a TV ad hoping for an answer? That’s where content creators really come into their own, They drive active conversations, respond to questions, and answer any FAQs. You won’t find this type of interaction anywhere else.

If you’ve worked with content creators who didn’t meet your expectations, several reasons could be behind this:

Mismatched brand alignment
The creator’s style or audience might not align well with your brand’s ethos or target market.

Unclear Communication
Maybe there wasn’t a clear brief or understanding of what you hoped to achieve from the partnership.

Overexertion
The creator may be juggling too many brand collaborations, impacting the quality of their content

Lack of Authenticity
If a collaboration seems fake, the audience will notice and engagement may drop.

 Inadequate Metrics
Maybe they tracked less important metrics, like likes, instead of key ones like sales or engagement.

If you’re not getting the results you want from content creators, you may have the wrong strategy in place. Schedule a free “Ask Me Anything” session in my calendar here. Let’s continue the conversation and find out how you can use the power of authentic storytelling for your brand.

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