Role of content creators (classic vs. new)
From a consumer or follower perspective, we track them to see what kind of content they’re making and what they’re showing us – based on what we like, what relaxes us and even inspires us, whether we’re talking about lifestyle, entertainment, travel, food, books or whatever else we like, but also what products they consume, what things they use, what they promote.
And this is the part where the brand comes in, wanting to present its product or service through content creators, they are already an important part of the brand’s communication mix. For some brands it’s even an essential digital communication channel.
Each content creator has built a loyal community with their own content, their own topics and their own way of being.
We are looking at a content creator for what they are like, what they say and about it, what they show us, what things they are using, but most importantly we are looking because we like them. About them, not necessarily what they are promoting and who they are promoting.
This is where the challenge for brands comes in, because they want to work with a particular content creator to reach their brand message to their community and have that engagement that the content creator usually has.
When we check out a content creator’s feed, many of us notice the difference between engaging more personal content and paid content. The former is higher, and that’s when the content is as natural and representative of the content creator as possible – because they thought it up, created it and then posted it in their own way, as they’ve accustomed their followers to, with the same language, humour, gestures, mannerisms.
So let’s focus on the video content.
Video Content
Most of the time, the brand comes with the most precise brief to the content creator, giving him, through the agency that intermediates the collaboration, all the necessary indications and the guildeline to take into account down to the smallest details. Often, it wants or expects to receive a video that is as much about the brand as possible, perhaps even as a TV spot or digital video that it would post on its Social Media channels.
If he wants to subsequently take over the video, he has to approve it, maybe even go through legalities and make sure all the brand criteria are ticked.
Content creator acts as a consultant
Shifting the paradigm! At Maker Studio the content creator is not an executor, but a consultant in the creative process because, after all, he knows best how to communicate effectively to his audience, how to impress, how to convince. And, reinforcing what I said above, he knows what kind of content his community values.
We come up with the best idea to them, following curation, and consult on how they see this idea for what we want to do and let them implement it as they see fit, without limiting it. We let them be themselves, be authentic, be in tune with their community and integrate the brand in their own way.
What’s more, we then test the video content produced by Biometrics’ proprietary technology to see the reactions of other consumers and see the impact of the video made by the content creator.
We`ll come to the client with tested and proven video content. Whether we’re talking short-form content for TikTok, Instagram or YouTube, at Maker Studio we cater to those brands that dare, but also to those brands that have more limitations but want to perform through video content made by content creators.
You can also find a dedicated article on working with content creators on the link here. I hope you’ll be useful for you!
