Role of Content Creators in shaping a brand
When brands hear the word creator, they instantly think of someone who can give them an authentic voice and someone the audience can relate to. The world of content marketing has recently experienced massive growth, gaining significant traction among brands. Brands choose amongst micro, nano, mega, and celebrity influencers to gain reach to promote their products and expand their reach.
Nowadays, everyone wants to join the creator economy. Venture capital firms are backing creator startups. Social media platforms have announced their own creator funds designed to attract more creators. “Creator Week” hosted by Instagram recorded a booming $1.3 billion in funding the creator economy in the first half of 2021 alone.
Unacademy group company, Graphy unveiled a Rs 100-crore creator grant, with an aim to help applicants kickstart their online school. Which can help creators to grow their audience, monetize their skills, and host cohort-based courses live. Social audio platform Clubhouse extended its creator first program to India in September 2021. Short video app MX TakaTak has also announced plans to launch a Rs 100-crore creator fund to encourage users to produce creative content.
Who are Content Creators?
Content creators are known for creating appealing and awe-inspiring content. They’re not only plugged into social trends, but they’re also setting the social trends. They represent the brands through informative, often funny, and catchy content and build a community around them. They regularly create and post content with new ideas and a creative approach — something users can relate to, learn from, and be inspired. They are micro-celebrities using their own social media channels to foster an authentic community.
How Brands can collaborate
53% of Millennials say they prefer to buy from brands that create culturally relevant social content over competitors. Collaborating with creators ensures that brands can tap into the trends their audience cares about without making them feel forced or out of place.
- Find a right fit- Someone who can carry the image of your brand -Go beyond the one-time partnership.
- Trust the creators, it is very important for brands to trust the creators to let them “do their thing”.
- Remember to set clear terms and timelines for your agreement.
- Publish content that doesn’t look promotional or hard-selling content that turns off fans.
- Make sure that you set up proper tracking, URLs, or landing pages beforehand.
Statistics
- The influencer marketing share shot up from 3% to 10% in the year 2017. And continues to grow at a compound annual growth rate (CAGR) of 300%.
- India’s influencer market is estimated at $75–150 million a year, as compared to the global market of $1.75 billion, according to digital marketing agency AdLift.
- Vikas Chawla, co-founder, Influencer.in, Social Beat, said, “Lifestyle and fashion continue to be the most powerful categories when it comes to influencer marketing. Beauty and travel follow a close second. Other popular categories include food, parenting, and entertainment. The study reports that consumer goods brands leverage influencer marketing the most extensively, with the category contributing to a whopping 70 % of all industry categories.”
- Influencers are used most by the e-commerce sector (50%), followed by mobile apps (42%) and retail (38%).
- Social media consumption increased by 75 % during India’s lockdown last year according to Statista 2000.
Takeaways
Creators or Influencers have created aspirational stories that the masses can connect to. The communities they’ve built are influenced by the creator’s decisions. This has opened a Direct to consumer line for brands. The investment trend can be seen going towards creator economy thus flourishing creator eco-system in India.
Simply Cue believes in the power of creator & creator economy and aims to bring creators together to create massive opportunities to monetize their art, grow together, and build a flourishing ecosystem for the budding creators.
Wish to know more about Simply Cue? Visit https://simplycue.com/
