NAB
Brands can no longer just post content and hope that
audiences on social media platforms will actually see it. They either need a
massive spend, or they need to cross collaborate or pay to collaborate with a
creator to actually get their content seen.
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“Really what we’re seeing is a brand’s ability to impact
audiences going down, while creators’ ability to impact audiences is steadily
moving upwards,” says Gavin Guidry, creative director at Spotify. “That means
the road to relevance must go through real people.”
In a video published on Vimeo titled “The Road to
Relevant Video Content,” held as part of Vimeo’s Outside the Frame event,
Guidry talks marketers through the ins and outs of a successful influencer
collaboration. Guidry heads up Spotify’s podcasts, working with creators
and brands to create content.
He claims there’s a “massive disconnect” between the mindset
of a marketer and that of a creator.
A marketer cares about KPIs, ROI and brand perception, he
says, but creators care about authenticity and connection to their community
above all else. They don’t always know what marketers want, and marketers don’t
always know what creators want.
“But when creators have a say in making content, you get
content that’s authentic and connected to their community, and it can help you
check your marketing boxes as well. Working with creators helps your brand
actually build credibility.
“The good thing about working with creators from a fan
perspective is that monetizing doesn’t feel like buying — it feels like
supporting a creator that they love.”
Some 49% of consumers says they rely on influencer
recommendations for their purchasing decisions.
“People trust people more than they do brands, and
algorithms are responding to that. Hiring an influencer to create your video
content is a winning strategy, but the collaboration can be fraught.”
The secret to success is community “because relevance comes
through creating consistent impact.”
Guidry insists, “It’s not about chasing cultural relevance;
it’s about earning community relevance.”
He outlines three steps to create impact through community:
get vulnerable; collaborate with influencers; use video.
Vulnerability is not a marketing metric, or a business
tactic. It’s more of a soft skill, he explains. It’s about showing that your
brand is human.
“When a brand doesn’t open themselves up, they don’t ask the
community what they want, they just give them content without really asking.
And that can end up exploiting a community. The goal is to ramp up your
vulnerability by asking your audience, what they want.”
Guidry urges brands “to embrace risk” because getting
vulnerable requires exposure to meaningful risks.
This will lead to better creator collaboration. It means
going deeper than demographics to truly understand the creator’s audience.
“The term creator is really broad — they could be comedians,
writers, hosts, musicians, even activists — but the thing that binds them all
together is that they make content that nourishes audiences. So it’s important
to know that creators have their own audience, their own style and their own
motivation.”
For creators, their audience is “what they spend their
blood, sweat and tears curating with their content. You don’t want to ask them
to do anything that their audience will find unauthentic.”
Instead, seek to understand their audience and what you can
offer them through this partnership.
Creator, Collaborator, Partner
Think about style — the way a creator talks or the way that
they create for their audience. Don’t present a campaign that fits outside
their style, but do seek their input on how their content comes to life through
their unique lens.
Consider a creator’s motivation. Guidry says there’s a bit
of a misconception with creators that it’s all about the money.
“That couldn’t be further from the truth. Creators are
probably more excited than you are to work with big brands. It’s like a feather
in their cap. They’re able to say, ‘Hey look audience, I’m now able to work
with these brands.'”
But don’t just seek a transactional deal with creators,
Guidry advises. “Seek to build a long term relationship that creators can talk
about with their audiences over time. Offer a mutually beneficial partnership
that results in creators raising their profile through your partnership.”
Of course, you want to make sure you find a creator with the
right niche and an engaged audience. You want to make sure that creator is an
authentic user of your brand or product and that they have a strong style and
POV.
“You also want to make sure that they’re professional, and
that they have craft that can elevate your brand.
“Lastly, use video. Over 200 million people consider
themselves as creators, and this means that your audience is just a resource of
creativity waiting to be unlocked. You can use video and creative partnerships
to do just that. It’s the best way to engage audiences with CTAs and educate in
relevant ways.
“You get video that’s raw and real and shows your brand is
human. And you get to sit back and let your videos woo a built-in audience.”
He sums up: “So if you didn’t hear anything else I said
today, when you prioritize community and build authentic creator relationships,
you can create relevant video content.”
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