Brands more than likely have to cede some control over to creators in order to capture the full benefits of these partnerships. While creator content is paid media, it’s not necessarily owned by the brand.
For maximum reach, 45% of brands have the creator post on their own account, compared with 27% that only post it on their pages. Hosting content on the creator’s account can give these campaigns a more organic feel with the added benefit of extending your reach. With the right research and sourcing, you can identify creators whose followers intersect with your target audience, but may be less familiar with your brand. A little less control over the content is well worth the benefits.
What should creators post?
When it comes to types of content, brands have choices. Different creators are masters of different content types—so it’s not a decision to be taken lightly. Brands report a healthy mix of what they look for when partnering with creators.
Educational content takes the top spot for marketers. It should be no surprise that brands are looking for creators to authentically show consumers how to use their product or service. If potential customers are coming in primed on how to use your product and the benefits of doing so, they’re more likely to be satisfied. Plus, who can resist the fun of learning something new?
Unboxing and reveal content is also extremely popular at 42%. Unboxing videos have an inherent authenticity to them, since the audience is discovering the product with the creator in real time, without any opportunity to polish up their first impressions. These clips are also a great way to show off your brand experience. If your packaging is one of the ways you surprise and delight customers, unboxing content can showcase the care you put into each order.
Nearly one-third of marketers want to win over audiences with behind the scenes content that demonstrates how real people use their products in everyday life. Seeing your product “in the wild” is a great way to persuade customers who might be on the fence.
Where should creators post?
Every platform lends itself to different audiences, creators and relationships between the two. As marketers craft their creator marketing strategies, they’re trying to meet their audience where they are.
It’s no surprise that Facebook, Instagram and TikTok reign supreme for creator partnerships. But marketers shouldn’t sleep on YouTube. More than half of consumers plan on spending serious time on the platform, but only 27% of marketers are putting money into YouTube creator collaborations.
What content format should you choose?
On Instagram and Facebook, story posts reign supreme. On TikTok, link in bios are extremely popular since they drive conversion, making them a prime candidate for affiliate marketing plays like #TikTokMadeMeBuyIt-style content. Brand shoutouts in YouTube videos are cost effective and work well, since they’re embedded into the content audiences are coming to see.
Curious how your peers approach creator content across platforms? Use the dropdown below to see how businesses of different sizes prioritize creator content formats.
Which content types do brands and creators collaborate on across platforms?
Use the dropdown menus to select your business size and which platform you want to publish on.