Why would you work with Maker?
Before answering the question “Why would you work with Maker?” perhaps it’s better to see what Maker actually is. We’re not an advertising agency in the classic sense, we’re not a production studio, we’re not an influencer management company. We’re a hub of creators producing content, not ads.
You brief us like any other agency, but the process is different. I’ve written about it here already. But our process is modular, it’s not all or nothing and can generate many types of services for brands.
First, Maker does short, snackable video content campaigns:
We call it snackable content because it’s consumed quickly, on the go, or rather on the scroll. That’s why it’s good to be short and attention-grabbing in the first 5 seconds. Although young people want brands in their stream of short videos, they also want them as non-intrusive and in-your-face as possible. They demand more authenticity and fewer super-processed beauty shots. In short, they want brands to come to them in a form they’re familiar with: the kind of native content the GenZ target naturally looks for in their daily scrolls on TikTok and Insta Reels. Forbes called this phenomenon social commerce, contrasting it with the ecommerce favored by Millennials. We’re talking about a generation that makes purchasing decisions from what’s trending, the article points out: the majority (97%) is using social media as their primary source for shopping. At the same time, 65% also use social media for entertaining content and 61% are only interested in video content. Brands should, therefore, look more relaxed and embrace the chaos specific to the TikTok stream.
The Maker process can also be applied to generate integrated campaigns on content platforms. Together with our Makers, we can co-create 360 brand, promotional or employer branding campaigns from scratch.
Because we work with a collective of over 100 Makers, another service we are offering to brands is consulting and insight generation. This is where we particularly target clients who need to connect with new generations quickly to stay relevant. We take insights directly from Makers, from the consumer perspective, insights that we turn into recommendations for GenZ’s strategic approach. We get to the recommendations through a number of different methods. Firstly, we can organise content production workshops or bootcamps, where we find the best solutions to create content from the customer brief. We can also organise client webinars, reports with the most relevant insights from GenZ panels evaluating Maker creation or video content trends reports.
An important part of the Maker process is the biometric analysis component. We evaluate campaigns before they reach the customer with Affectiva iMotions analytics software to quantify the emotional reaction of consumers. Our evaluation includes two components: eye-tracking and facial decoding.
- By eye-tracking we mean what immediately catches one’s attention, what elements are ignored, in what order the elements are observed and how they compare to each other.
- Facial decoding is the process by which we measure human emotions through facial expressions.
Everything takes place online, with participants being tested remotely. The service can also be used by clients who have not briefed Maker, but have an externally produced content or integrated campaign they wish to test with a GenZ panel.
Last but not least, we are an agency that works closely with content creators. Working with them on a regular basis gives us the expertise to come up with the best proposals for brand partnerships that maximise visibility in their communities. And this service can be accessed independently of the process. So, if you want to have the most appropriate collaborations for your brand, we welcome you to Maker.
