CREATORS WIRED

Anne Calot
3 min readFeb 6, 2022

Connecting with Creators during the early stages of product development (not only during promotional stages!)

A NEW PROGRAM FOR CONTENT CREATORS

The Content Creator Program is a new program that brings together Creators’ sensibility and expertise to match people’s needs with game-changing innovation, which converts to customer value and market opportunity.

“Creativity is just having enough dots to connect experiences and to synthesize new things. The reason creative people are able to do that is that they’ve had more experiences, or have thought more about their experiences than other people” (Steve Jobs, Wired, 1995).

At The Social Wire, we built a network for empowering the creative forces of every content creator. Its purpose is to combine expertise, creativity, and experience to propel every idea further and leverage the saliency of future innovations.

WHEN CREATORS MEET INNOVATION

Innovation sparks from solving challenges for people, from essential on-the-field validation , and from learning about usage and value for consumers.

Creators make a difference. Creators continually seek new ways to make a positive impact. Creators continuously enrich innovation by enhancing the saliency of your future product, while consumers offer a realistic idea of how the market will react.

50 TOP MAKEUP CREATORS CONSULTANTS

CREATORS’ TO-DO LIST

As creative consultants, they are able to:

  • Scan early-stage product ideas
  • Enrich new concepts
  • Understand & fine-tune new product usages
  • Discover new ideas & give feedback on advertising storyboards, ads, or digital assets
  • Lastly, promote products or brands with accuracy.

WORKING ON SALIENCY

Working on saliency is focusing on what is prominent or emotionally striking. With the rise of social video platforms and new codes of shareability, content creators are precious advisors who are able to bring the value your product deserves. Beyond testing products, it is, above all, about creating new business opportunities, maximizing the potential of future innovation, as well as embracing the new semantic powers of discovery and action (#hacks, #nocap, POV, #glowup).

HOW? This is not only about asking standard questions relating to relevance, but also about going further: leveraging the Creator language as the key success factor to push every concept and product further.

If an element seems to stand out in its environment, it’s salient. If it blends into the background and takes time to find, it’s not. ( Choichaking, 2021). The role of Creators is to identify, intensify, and magnify the potential saliency of your future product … to make it VIRAL!

CREATING IMPACTFUL RESULTS

As the leading specialists of influence and research, we propose relevant and visual insight from bold content, created to leverage the business potential of your future products.

Alongside standard operational reports, The Social Wire delivers impactful videos for more immediate, experiential, and shareable insight.

A video example of what masculinity is today in the eyes of content creators-consultants

Want to learn more about the impact Creators have on your brands and products? Visit our website www.thesocialwire.fr or contact us @ hello@thesocialwire.fr.

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Anne Calot

I am the cofounder of Social Wire, the leading agency of research X influence. Research specialist (Quant & Qual).