The Rise of Content Creators: Embracing a New Era in Digital Marketing

• May 25, 2023
• no comments

By Ashley Walsh, Senior Account Director, and Alexa Kelly, Account Manager

—

In the world of digital marketing, one thing is evident: we are currently witnessing the era of creators in full swing.

The creator economy has experienced remarkable growth fueled by the emergence of new platforms and a shift in creative trends to “authentic” social content. The pandemic further propelled the rise of creators, and brands turned to them for entertaining content, including on emerging platforms like TikTok and Twitch, where people spent more time.

The rise of creators is in the numbers: This particular economy has witnessed a global increase of over 165 million individuals since 2020, marking a staggering 119 per cent growth, according to a 2022 Adobe study.

In such a booming space, it’s important for brands to be aware of the varied benefits of working with creators. Let’s explore a little bit about how we leverage creators at North Strategic, compared to the traditional influencer, to connect brands with their target customers.

Content Creators vs. Influencers

The line between content creators and influencers is often blurred. While the terms are used interchangeably, and indeed the two share platforms and brand sponsorships, their primary objectives differ. Creators prioritize content development, while influencers prioritize building and engaging their audience.

Whether it’s an influencer or creator, the added value to brands is unmatched when tapping into their niche communities that can resonate with their content and messaging. It’s important for authentic storytelling to come from the creator first, brand secondary.

When creators develop content for brand channels, the cost of working with them is often lower than influencers. With creators, there is not typically a need for exclusivity or a concern that they might work with a competitor.

Creators Develop Relatable, Trending Content 

At North Strategic, we often leverage creators to add a human, relatable feel to content that we know drives views on platforms like TikTok and Instagram. We also use creators to help us bring social trends to life in a way that will resonate with our client’s intended audience. While we always provide a creative brief with inspiration and content specifications for our partners, we work  with creators because we love their unique content style and trust their expertise. Collaboration is key. 🔑

@getcracking The time has come! It’s #MarchMadness and @Steph Foster put to the test some egg-citing condiments you’ve likely never considered AND one you may have very strong feelings about one way or another (hint: Ketchup on eggs!) What’s ‘Yay’ or ‘Nay’ for you? Let us know in the comments below! #EggChallenge #EggCondiments ♬ original sound – Get Cracking

We partnered with creator @StephFoster on March Madness content for @GetCracking

Creators Deliver Fast, Cost-Effective Assets 

Collaborating with content creators often proves to be a cost-effective alternative compared to traditional advertising channels. Assets created by these talented individuals can be customized to accommodate various budget sizes, ensuring accessibility for both small and large brands, depending on the specific campaign requirements. While rates are often more affordable than production agencies, it’s crucial for brands and agencies to offer fair compensation to creators.

Another advantage of working with creators is their ability to work independently and efficiently manage the entire production process. This streamlined approach allows them to swiftly move from ideation to execution, and helps brands keep up with the ever-evolving demands and shifts in the digital landscape. 

Long-term partnerships with creators further expedite the creative production process. Through consistent collaboration, creators become well versed in a brand’s preferences, resulting in faster approvals and smoother workflows. Additionally, these enduring partnerships establish a recognizable face and style for the brand’s owned social accounts, resonating with the audience and reinforcing brand identity. 

 

View this post on Instagram

 

A post shared by Sobeys (@sobeys)

We collaborated with creator @nutrientmatters on Sobeys’ Food Rescue campaign in partnership with BBDO. Her video content was customized for branded social content across grocery store banners. 

Creators Drive Results and Gen Z Trust 

If you’re looking to achieve results on social, creator marketing is an essential strategy. Over 50 per cent of marketers say that influencer and creator-developed social assets perform better than brand content. 

For the discerning Gen Z, creators take on an even greater significance, emerging as trusted allies and influential decision makers. In fact, creators are the most trusted sources on social media by Gen Z, according to a 2023 LTK Shopper Study, with the overwhelming majority saying they trust creators more than social media ads and celebrities. This trust translates into action, as a staggering 75 per cent of Gen Z make their purchasing decisions based on the recommendations of creators.

Reach out to our digital teams today to learn how we can help you incorporate creator marketing into your digital strategy. By tapping into the vast pool of creator talent, brands can captivate audiences, spark inspiration, and drive meaningful results. 

Contact