Content Creator x Performance Marketing

+438% more performance for the “same” posting? Yes! Combine organic content with elements of performance marketing to reach not only a part of the community (followers), but virtually all of them and additional people with the same target group parameters (interests, age, place of residence, etc.). Learn more about the benefits of content creator posts plus performance marketing here.

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Content Creator: What is it?

Content creators are becoming increasingly important in companies’ marketing concepts. Hence the question:

What is a content creator?

The big difference to an influencer: 1) Content creators have a smaller reach and 2) Marketing concepts with content creators use different methods, but pursue the same goal: attention, awareness, ultimately paying customers. Within a marketing strategy, you therefore have a lot of content created by a lot of people instead of one or a few well-known people.

What is the advantage of a content creator strategy?

The concept of content creators works according to the principle that the more people talk about topic X, the better. 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.

Content Creator allows you to scale excellently. The advantage is that the concept is created once. Content creators then produce and publish independently for X amount. More on this later under Performance Marketing.

Lots of content instead of fewer posts:

• Size of the community less important
• But lots of and / or regular content
• Algorithm promotes up-to-date content
• Fast content such as photos
• Elaborate content such as edited videos

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

Live Stream & Shopping: Multimedia+

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

Example live stream & shopping – Live streams are popular with entertainment and gaming customers, especially on Twitch, where live streams are quite normal and sometimes last a few hours. Live shopping is also becoming increasingly popular, partly due to the growing trend of Asian influences. Almost all platforms have now integrated e-commerce elements in some form. Teleshopping from the 1990s is coming back with a new look and a new 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 a collaboration look like?

“Private” accounts / content reach more people – advantage

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

Social media platforms want as little advertising as possible – unless it is paid for. This means that posts from companies generally have very little reach. Many are even below 1% of followers. This means that even with 10,000 followers, only 100 followers would see the post. The average for “private” posts is significantly higher and is around 20%.

The collaboration therefore already ensures significantly more visibility and awareness.

Reach 1 Posts in the community:

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

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

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

Millions of photos, content and videos are published on social networks every minute. The competition for content is huge, very huge. As a result, 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 part 2: 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 to attract attention (technical term “brand awareness”), but to achieve specific performance targets. This performance is measured using KPIs (technical term “key performance indicators”). One such concrete indicator is CPL (“Costs Per Lead”), simply put: How much does a customer cost you? The lower the figure, the cheaper it is to purchase a customer for your products.

• Performance Marketing

Goals in performance marketing

The strategy in performance marketing is therefore not only focused on reach, but above all on the implementation of specific goals.

• Increaseinteraction
• Increase visitor numbers
• Increase market share
• Increase newsletter subscriptions
• Increase sales in e-commerce
• …

Various online marketing tools are used for this, including social media marketing, email 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. So 80% are not reached. We close this gap with our performance marketing strategies.

• “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

Content Creator allows you to scale excellently.

Scaled as an example:

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

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

Cases: Our references and successes

These are all key visibility figures or sales increases that we have achieved for our customers.

+438%

+ 582%

+1.107 %

It goes even higher. With a bit of luck, you can even create viral videos, like this one in our can challenge, for a leading energy drink brand.