Brands are redefining the rapidly growing creator economy

In the age of influence, a large amount of brand recognition and revenue dollars can be associated with celebrity endorsement of a product, service or brand. By July 2022, the creator economy was estimated to be worth more than $100 billion (up from $20 billion a year earlier), indicating that there is much to be gained from companies investing in the creator community.

To stand out, the way a brand implements an influencer campaign needs to be innovative, including a clear strategy and a variety of creatives.

Redefining the brand-influencer relationship

It is estimated that the creator economy is currently used by 75% of marketers, a number that is expected to increase to 86% in the next three years. In collaborating with creators, brands must be careful and considerate in choosing partners and ambassadors because not all of them guarantee success. Consumers are becoming more and more important when it comes to the reality of brand-influencer collaboration. The campaigns that see the most success clearly define the connection between the brand and the creator.

People who are part of a community based on shared interests want to see someone who cares about a topic like a speaker with a focused brand. In-depth research and analysis of talented audiences is required to create the right partnership. This branding connection can be more difficult for someone with more than a household name influence than it would be for someone known to a specific niche crowd.

Integrating the internal talent pool

For brands, there is a huge benefit in gathering a network of creators. By working with creators who truly love the brand and its products, services or content, marketers and influencers collaborate on more effective content. These contributors can have a great social impact, but the prioritization of the organization must begin with merit and deep understanding and appreciation of society, not social hierarchy.

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Products that cannot connect to their own network can register partners with a built-in community of creators. As one example, Trusted Media Brand’s culinary brand Taste of Home has a collection of culinary aficionados at its fingertips. These “Community Chefs,” as they are aptly named, can be exploited at a moment’s notice for media and marketing opportunities in the US, providing prestige to the Cook Community, purposeful brand alignment and excitement for Cook’s following. As a major food publisher, Taste of Home understands audience interests, likes and dislikes at a granular level, beyond classifying a person as a food influencer based on social following alone.

Pivoting to a long career, which has increased the use of content altogether, and the continuous evolution of technology with smartphones, the opportunities to create content are endless. Putting increasing amounts of power in the hands of creators, understanding and articulating connectivity and coordination is more important now than ever.

Using a combination of influences to drive business results

Savvy marketers looking to create customer engagement understand that a large social media following is not enough to drive desired customer behavior. To truly increase ROI, they are now leveraging the data of the first group of publishers to gain a deeper understanding of their highly engaged audience to create personalized campaigns, which include the participation of selected creators.

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Another example is KitchenAid’s use of TMB’s first group audience data, revealing that two out of three members of the TMB study panel “Inner Circle” own a KitchenAid stand mixer. Deep insights revealed that its readers are four times more likely than the average user to be a “holiday lover.” Furthermore, 55% of Taste of Home’s kitchen survey respondents are most interested in useful kitchen assistant content (hand mixers, stand mixers, food processors, choppers, etc.). Using this information, TMB and Kitchen Aid have teamed up for the holiday campaign ‘Mix and Match’, offering videos customized by the Taste of Home Test Kitchen and three influencers in the cooking space, Zestful Kitchen, Elena Besser and JessicaInTheKitchen.

“At KitchenAid, we know that influencers are a key component in driving measurable brand awareness and real customer engagement,” said Mitchell Cooper, brand manager at KitchenAid. “That’s why we were excited to partner with TMB to create a personalized campaign based on first-party audience data that inspired consumers to mix it up this holiday season with unique, culinary trends. We can’t wait to see how this goes down with customers and all the delicious dishes to come. “

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Logically, each influencer offered a “mixing session” close to the heart where they relied on their KitchenAid Stand Mixer to create the recipe of choice for the event. This “mixing” moment was brought to life on video in their home and paired with a step-by-step recipe video produced by the Taste of Home Test Kitchen. Each influencer posted their video on their Instagram and TikTok platforms, and KitchenAid shared it throughout their ecosystem.

All of the content produced in the campaign was integrated into an easy-to-navigate, marketable digital platform with support from social and paid operators, broadcast ad units, multiple homepage acquisitions and custom mobile and desktop ad units across the TMB network. of signs. The campaign resulted in video views at 124% to goals.

The next frontier of the creative economy

Creators and brands have unique opportunities to create sophisticated campaigns that can simultaneously live on multiple platforms. These campaigns successfully target audiences with relevant and editorial messages on their chosen platforms. When it comes to achieving a successful social media campaign heading into the new year, it’s important to stay consistent across brand facts and initiatives, especially when deciding which influencers are right for your brand message. Choosing creators and media partners who are interested and knowledgeable about the product and subject matter is very important.

Sponsored by: Trusted Media Products


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