Content Creator x Performance Marketing

+438% more performance for the “same” posting? Yes. Combine organic content with elements in performance marketing to pick up not only part of the community (followers), but pretty much all of them, plus more people, with the same audience parameters (interests, age, location, etc.). Learn more about the benefits of content creator posts plus performance marketing here.

Content Creator: What is it?

Content creators are becoming increasingly important in the marketing concept of companies. Therefore, first the question:

What is a content creator?

The big difference to an influencer: 1) content creators have smaller reach and 2) marketing concepts with content creators use different methods, but pursue the same goal: attention, awareness, in the end paying customers. So, within a marketing strategy, have many content creators, instead of one or a few well-known people.

What is the advantage of a content creator strategy?

According to the principle, the more people talk about topic X, the better, the concept around Content Creator works. There are now millions of “relevant” social media accounts worldwide. Depending on the area, mass market or niche market, relevance starts with small, really very small communities.

Through Content Creator you can scale excellently. The advantage, the concept is created once. Content creators then produce and publish independently for X amount. More about this later under Performance Marketing.

Lots of content, instead of fewer posts:

• Size of the community less important
• For this many and / or regular content
• Algorithm promotes current content
• Quick content like photos
• Elaborate like edited videos

It’s not “just” about photos and videos.

Live Stream & Shopping: Multimedia+

Photos, videos… there’s more! Here’s just a quick overview.

Example Live Stream & Shopping – Live streams are popular with customers in entertainment and gaming, for example, especially on Twitch live streams are quite normal and sometimes last a few hours. Live shopping is also becoming increasingly popular, also due to the growing trend of Asian influences. Meanwhile, almost all platforms have integrated e-commerce elements in some form. So teleshopping from the 1990s is coming back with a new look and methodology. All content creators need is their smartphone.

Multimedia content + at a glance:

• Live streams
• Live Shopping
• Collaborations
• Challenges
• Content Creator Events

So much for the question: What is a content creator and what does collaboration look like?

“Private” accounts / content reach more people – advantage

The big advantage of “private” accounts and content is the higher reach.

Social media platforms want as little advertising as possible – if it is not paid for. That means postings from companies basically have very little reach. Many are even below 1% of followers. That means even with 10,000 followers, only 100 would see the posting. The average for “private” postings is significantly higher and around 20%.

So the collaboration already provides significantly more visibility and awareness.

Reach 1 posts in the community:

• “Private” accounts ~ 20%
• Corporate accounts ~ 2%

“All” accounts reach only a fraction of followers – disadvantage

Despite the greater reach of “private” posts compared to corporate posts, they never reach 100% of followers either.

Every minute millions of photos are posted on social networks, content and videos. The competition for content is big, very big. Therefore, content rarely reaches more than 20% of followers.

Reach 1 posts in the community:

• “Private” accounts ~ 20%
• Not seen by ~ 80%

Now the big question:

What to do with the 80% who have not seen the content?

Let’s move on to the 2nd part: performance marketing.

Performance marketing: what is it?

Performance marketing directly translated would mean “performance marketing”.

Performance marketing: customer acquisition has priority

The primary goal of performance marketing is therefore not attention (technical term “brand awareness”), but for specific performance targets. This performance is measured using KPIs (technical term “key performance indicators”). One such concrete KPI is the CPL (“Costs Per Lead”), simply put: How much does a customer cost you? The smaller the number, the cheaper it is for a customer to purchase your products.

• Performance Marketing

Performance marketing goals

The strategy in performance marketing is therefore not only oriented towards reach, it is above all about the implementation of concrete goals.

• Increaseinteraction
• Increase visitor numbers
• Increase market share
• Increase newsletter entries
• Increase purchase transactions in e-commerce
• …

Various online marketing tools are used for this purpose, including social media marketing, e-mail marketing, affiliate marketing, display advertising, search engine ads and content creators.

Content Creator + Performance Marketing =

Let’s summarize once again. “Private” accounts or postings rarely reach more than 20% of followers as a rule. So 80% are not reached. We close this gap with our strategies from performance marketing.

• “Private” accounts ~ 20%
• Paid advertising (content) + 60/70/75%.

Why 60/70/75%? Depending on the activity of the followers… ghost accounts also play a role here.

Scaling through Content Creator x Performance Ads

Through Content Creator you can scale excellently.

Example scaled:

• 10 postings = 200,000 views
• 20 postings = 400,000 views
• 30 postings = 600,000 views
• …

The advantage, the concept is created once. Content creator then produce and publish independently for amount X.

Cases: Our references and successes

These are all metrics of visibility or sales increase that we have achieved for our clients.

+438%

+ 582%

+1.107 %

It goes even higher. With a bit of luck, viral videos will even emerge, like here in our can challenge, for a leading energy drink brand.