Late last year, influencer Cécilia Jourdan, of Hello French NYC pulled off a seriously impressive coup when she was joined by the suave President of France, Emmanuel Macron, in a 2-minute video post on her Instagram feed as well as on TikTok. Yes, a New York creator, whom many of us have likely never heard of, was able to persuade one of the most powerful leaders in the World to join her on her social feed. This type of global pulling power by a social creator is arguably one of the reasons why creators can sometimes outshine more conventional advertising solutions.
Creators can wield enviable influence: By building involvement and trust, they can connect more tightly with their audience, especially younger consumers, and by meeting consumers where they are, they open up potential new marketing opportunities. Conversely, we have entered an era when conventional Linear TV, the stalwart of media marketing over recent decades, is aging rapidly: Nielsen's preview of the 2024 Upfront indicated that Linear TV accounts for just 15% of viewing by 12-17s, but this rockets to 76% of viewing by the Over 65s.
This also comes at a time when the resonance of advertising, not just the attention or exposure to an ad but how the consumer processes or responds to an ad is seen to be increasingly important. This consumer processing or resonance component in advertising is gaining prominence as witnessed by the hugely successful 10-minute TikTok ad by the long-standing creator Paris Hilton, proving that, in this time-hungry world, ad length does not have to be increasingly short to gain attention and be successful. The message just needs to be told in a way that is relevant to consumers, created by people they find trustworthy, and shared in a media vehicle where they enjoy spending time.
Understanding the Creator Economy
Understanding what motivates creators is key to working effectively with them. New research sheds important light.
The Creator economy is flourishing, but its true size and scope have often been a matter of debate. Different estimates have left brands wondering about the extent of this powerful force. However, "Creators Uncovered" changes the game by providing data-backed insights into the world of Creators. It's the first nationally representative study of US Creators, offering marketers a reliable and accurate picture of this dynamic landscape.
One key takeaway from the study is the sheer scale of the Creator economy. There are 27 million paid Creators in the US, representing 14% of the 16-54 age group. Nearly two thirds of Creators are in the 30-39 age group, which perhaps helps to explain why younger consumers relate so well to them.
For many, content creation is a full-time job, with 44% of Creators making it their primary source of income. This means there's a significant opportunity for brands to engage with Creators to reach their audiences effectively.
The Diversity of Creator Motivations
Understanding what motivates Creators is vital for brands seeking to partner with them effectively. Contrary to popular belief, money isn't the sole driving force. Creators are motivated by a deep desire for creative expression, sharing their lives with their followers, and connecting with their audiences. Money ranks fourth on their list of motivations, cited by only a third of Creators.
For brands, this raises an important question: Are you aligning your partnerships with Creators' primary motivations? Focusing solely on financial compensation may not resonate with Creators. Instead, prioritize building authentic relationships based on factors like product quality and shared values.
The Role of Brands in the Creator Economy
The relationship between brands and Creators is a dynamic one. Creators generate income from various sources, with advertising, subscriptions, and creator funds being among the top revenue streams. What's interesting is that nearly 60% of Creators have ongoing relationships with brands, highlighting the symbiotic nature of this partnership.
For brands, it's crucial to provide value beyond compensation. "Creators Uncovered" reveals that Creators appreciate brands that give advice on content and help them find and expand their audience. This collaborative approach fosters authenticity and trust, making the brand-Creator relationship a positive one.
Platform Preferences and Future Directions
The study also sheds light on Creators' platform preferences. On average, Creators use three channels to reach their audience, with social media leading the way. YouTube, Facebook, and TikTok are popular choices due to their ease of use and audience engagement.
Looking ahead, Creators expect to increase their usage of platforms they are already familiar with, mirroring their current preferences. Brands should take note of this and ensure they align their marketing strategies with these dominant platforms.
Creators Are Optimistic About the Future
Despite the challenges they face, Creators are overwhelmingly optimistic about their future. They're excited about growing and connecting with fans, with monetary gains taking a backseat. This optimism is an encouraging sign for brands looking to collaborate with Creators.
Six Essential Insights for Brands
As you embark on your journey into the Creator economy, here are six crucial questions to guide your approach:
1. Understand Creator Motivations: Are your brand partnerships aligning with Creators' primary motivations, which emphasize creative expression and sharing their lives with followers
2. Prioritize Authenticity Over Compensation: Focus on building authentic relationships with Creators based on factors like product quality and shared values, rather than relying solely focusing on financial compensation?
3. Ensure Fair Compensation Practices: Creators report they have experienced difficulties getting paid. Review and improve your compensation and collaboration processes to ensure fair treatment and timely payment for Creators.
4. Support Creator Well-Being. With a significant portion of Creators reporting burnout, implement strategies to support the mental and emotional well-being of Creators involved in your brand partnerships.
5. Help Creators Build Their Skills in Emerging Technologies: Explore opportunities to collaborate with Creators to support their interest in emerging technologies such as AI, VR, AR, and big data analytics. They often lack the expertise that brand partners can off to build their skills and improve their creative output.
6. Consider Using Creators in Ads: There's good evidence that influencers know how to gain and keep consumers' attention. In a recent joint webinar by eye-tracking company Affectiva and research company, Kantar, they showed how creators know how to capture the engagement of consumers in long online ads possibly well over 30 seconds.
"Many ideas grow better when transplanted into another mind…" the Creator economy provides an opportunity where brands should consider Creators as partners, not just as agents or workers. By aligning our marketing and media solutions with what motivates and appeals to Creators, brands can tap into the full potential of Creators and build real, enduring consumer connections.
Photo Caption: Creator, Cécilia Jourdan, featuring the President of France, Emmanual Macron in her Instagram feed.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.