This is not an isolated case. Many brands are discovering that creators are the gateways to awareness within communities .
One of the best things about video creators for brands is that they are so different from traditional marketing. And that’s especially great for Gen Z (ages 9-24), who don’t really pay attention to traditional marketing .
Branded content generated by digital creators
can take the form of dance, jokes, comedy and slapstick. The idea is to make ads that don’t look like conventional ads .
Another example of a partnership between Newton Baby and three creators @tayandthetwins, @thecarlinfamily, @mollythemom proves this point. The company, known for its quality crib mattresses, wanted to reach out to TikTok’s audience to raise awareness in a relaxed and fun way.
The result was a series of pranks that the creators made with their partners to highlight how easy it was to clean mattresses. The engagement rate across all videos was nearly 20%.
Partnering with creators is a long-term strategy
The digital creator market isn’t just about TikTok or isolated campaigns.
In November 2021, Creating Culinary Communitie paraguay phone number list s (C3), a global food tech platform, launched an entire division within the company with the help of creators, Youtubers, and gamers. This platform is dedicated to promoting home delivery restaurants.
C3 already has more than 6 million subscribers, but with the new division it hopes to reach more than 165 million Gen Zers by 2025, according to Restaurant Dive. Its goals are to build a community of creators to raise awareness and reach a broader audience.
The food tech company is not alone, as the creator economy is already showing measurable results. Research by Youtube and Oxford Economics indicated that Youtube’s Creator ecosystem “contributed $20.5 billion to the US economy in 2020 and supported 394,000 full-time equivalent jobs.”
With so much money being invested in digital creation and so many opportunities available, creators are on the move too.
Digital creators make their moves
Esports organisation FaZe Clan is one example. It has a sizable following on its Youtube channel (8.6 million subscribers) and Twitch (405k followers), where it streams competitions and publishes a wide range of content. It is planning to become a 3 non-obvious features of universal google analytics publicly traded company with a $1 billion valuation. This will allow the organisation to pursue more lucrative content deals.
Other digital creators, like the D’Amelio family, who host a half-hour show on Hulu , and TikTok star Addison Rae, who starred in the film He’s All That on Netflix , are starting to make inroads into the streaming business.
Creators are expanding their reach and becoming more aware of their potential as personalities who can be a strong link between brands and customers.
The digital creator market is hot and already crawler data generating a lot of money. It’s a trend that has the potential to shape the future of marketing , especially as GenZ individuals enter the workforce and become decision-makers within their organizations.
Marketing is becoming more personalized. Companies are realizing the value of developing communities and creating connections across a variety of platforms.
Want to learn more about what’s in store for social media marketing in 2022? Check out the Hootsuite Social Trends 2022 interactive report . There you’ll find everything you need to know to shine on social media in 2022!