{"id":5098,"date":"2023-06-14T01:52:04","date_gmt":"2023-06-14T05:52:04","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/06\/14\/why-creators-should-be-the-center-of-all-brand-side-marketing-strategies-now-and-moving-forward\/"},"modified":"2023-06-14T01:52:04","modified_gmt":"2023-06-14T05:52:04","slug":"why-creators-should-be-the-center-of-all-brand-side-marketing-strategies-now-and-moving-forward","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-creators-should-be-the-center-of-all-brand-side-marketing-strategies-now-and-moving-forward\/5098\/","title":{"rendered":"Why Creators Should Be the Center of All Brand-Side Marketing Strategies \u2014 Now and Moving Forward"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Ben Jeffries, Co-founder and CEO, Influencer<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We get it, brands. In fact, we truly empathize with you. Strategies for interacting and engaging with your consumer audiences are seemingly shifting in real time and it\u2019s hard to keep up, let alone plan ahead. There are distinct platforms and channels all competing for your energy, your resources and your dollars, such that determining what the ideal mix looks like may feel like a finish line you\u2019ll never cross.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But here I am, about to throw another wrinkle in your plan. Because I can tell you, without a doubt, that creator content outperforms brand content.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mic drop, I know.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a big and bold statement, but we\u2019ve seen the data and know for a fact that creator-driven content actually delivers a greater ROI\u2014<em>and heck, what brand-side marketer wouldn\u2019t want to hear about ROI<\/em>\u2014than your average brand-crafted piece of content.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yes, we recognize that there\u2019s an amplified focus around measurement these days, due in no small part to hyperinflation and tightening budgets and everything that goes with them. CMOs are seeking to compare the success of influencer marketing campaigns with traditional TV or CTV campaigns, and influencer marketing has been harder to quantify until recently.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But with that being said, I promised you swoon-worthy data, so here it is. Creator content\u2014or influencer content if you prefer\u2014is better at generating awareness, with five times the completion rate, on average, when compared to brand-led content. It\u2019s also better at driving consumer consideration, garnering as many as five times the shares and 27% more likes. And when it comes to conversion, creator content doesn\u2019t disappoint either, delivering twice as many conversions overall.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In other words, creators should sit at the center of all brand-side marketing strategies, both now and moving forward.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now, that\u2019s not to say that 100% of your brand\u2019s marketing\u2014or maybe, any brand\u2019s marketing\u2014should necessarily be influencer marketing. However, I feel pretty strongly that 100% of marketing efforts should include creators in some capacity.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Why? First and foremost, creators are brand ambassadors, relatable people with aspirational qualities which inspire people to connect with them more closely\u2014and it\u2019s high time brands treat them as such.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Secondly\u2014and this is a trend I\u2019d love to see disappear\u2014an overemphasis and overreliance on surface metrics is doing us no favors. Brands often put too great a focus on the number of likes and the number of comments, which are vanity metrics, at best. Instead, brands should be focusing on outcomes.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019m talking about whether that piece of content drove some kind of action. Did it lead to a new follower? New click-through to your site? Did it create awareness where there previously wasn\u2019t any? And perhaps most importantly, did it create a path-to-purchase?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yes, it\u2019s the same old quality vs. quantity debate, which has forever been the bane of traditional advertising and, as I see it, represents one of its biggest flaws. Fortunately, micro-influencers can help brands buck this trend.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Micro-influencers generally refer to influencers with anywhere from 10,000 to 100,000 followers who are uniquely positioned to connect with niche communities in authentic, tangible ways. By collaborating with creators at scale, brands get the best of both worlds\u2014quantity and quality\u2014and can drive the sort of ROI their CEOs have been craving.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, here\u2019s my call-to-action: Shift your perspective and seek a new kind of balance. Start to view your marketing mix with a creator-first lens and get comfortable with the idea of spending more of your marketing budget on creators. Think big and broad. Consider integrating creators within web or OOH ads, and also as part of your go-to market strategies. After all, they\u2019re connecting with the very same people you want to connect with\u2014which means their ability to serve in an ambassadorial capacity is proven. But even then, please do your homework. Take time to look into their backgrounds, examine their sentiments, what they say and how they say it. Brand safety is no small thing, no matter the size or space of the ambassador you\u2019re seeking to work with, or whether they\u2019re a creator or a celebrity.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And lastly, consider the inherent power of organic relationships. We\u2019ve heard from both sides of the aisle, and not only do brands enjoy working with creators who already love and use their brand, but creators have similarly said that some of their most successful partnerships are those with the brands they already love. It\u2019s not the only kind of love out there, that\u2019s for sure, but it\u2019s certainly a great place to start for those brands who are new to the creator-verse.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I am about to throw another wrinkle in your plan, because I can tell you, without a doubt, that creator content outperforms brand content.<\/p>\n","protected":false},"author":7,"featured_media":5099,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-5098","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why 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