Six Insights to Help Ensure Creators Can Boost Advertising Effectiveness

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 Nielsen39s preview of the 2024 Upfront indicated that Linear TV accounts for just 15 of viewing by 1217s but this rockets to 76 of viewing by the Over 65sThis 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 10minute TikTok ad by the longstanding creator Paris Hilton proving that in this timehungry 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 timeUnderstanding the Creator EconomyUnderstanding what motivates creators is key to working effectively with them New research sheds important lightThe 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 quotCreators Uncoveredquot changes the game by providing databacked insights into the world of Creators It39s the first nationally representative study of US Creators offering marketers a reliable and accurate picture of this dynamic landscapeOne 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 1654 age group Nearly two thirds of Creators are in the 3039 age group which perhaps helps to explain why younger consumers relate so well to themFor many content creation is a fulltime job with 44 of Creators making it their primary source of income This means there39s a significant opportunity for brands to engage with Creators to reach their audiences effectivelyThe Diversity of Creator MotivationsUnderstanding what motivates Creators is vital for brands seeking to partner with them effectively Contrary to popular belief money isn39t 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 CreatorsFor brands this raises an important question Are you aligning your partnerships with Creators39 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 valuesThe Role of Brands in the Creator EconomyThe 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 What39s interesting is that nearly 60 of Creators have ongoing relationships with brands highlighting the symbiotic nature of this partnershipFor brands it39s crucial to provide value beyond compensation quotCreators Uncoveredquot 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 brandCreator relationship a positive onePlatform Preferences and Future DirectionsThe study also sheds light on Creators39 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 engagementLooking 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 platformsCreators Are Optimistic About the FutureDespite the challenges they face Creators are overwhelmingly optimistic about their future They39re 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 CreatorsSix Essential Insights for BrandsAs you embark on your journey into the Creator economy here are six crucial questions to guide your approach1 Understand Creator Motivations Are your brand partnerships aligning with Creators39 primary motivations which emphasize creative expression and sharing their lives with followers2 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 compensation3 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 Creators4 Support Creator WellBeing With a significant portion of Creators reporting burnout implement strategies to support the mental and emotional wellbeing of Creators involved in your brand partnerships5 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 output6 Consider Using Creators in Ads There39s good evidence that influencers know how to gain and keep consumers39 attention In a recent joint webinar by eyetracking 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 secondsquotMany ideas grow better when transplanted into another mindamp8230quot 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 connectionsPhoto Caption Creator Camp233cilia Jourdan featuring the President of France Emmanual Macron in her Instagram feedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Six Insights to Help Ensure Creators Can Boost Advertising Effectiveness

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Graeme Hutton

Ed Keller

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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