Content Creator: Brand & Recommendation

Content Creator: What is it?

Definition (Wikipedia): “Digital content creation refers to the area within a production pipeline that deals with the creation of multimedia content. This includes a wide variety of technologies.”

Let’s start with the topic of content creators and look at the 3 most important aspects of the definition. We’ll also provide a few more marketing insights on the benefits of working with content creators.

Distinguishes: Influencer and content creator

What is the difference between a content creator and an influencer?

Content creator does not mean influencer. Content creators can also have a small community. More importantly: people “talk” about a brand, a product. The goal: Instead of 1 “expensive” influencer with a large community, the collaboration focuses on many smaller (often called micro- or nano-influencers) content creators.

Simply put:

• Influencer = large community, 100,000 followers +
• Content Creator = Already with 1,000 followers

Production pipeline: Create content

The 1st fact from the Content Creator Definition:

“Area within a production pipeline”

From concept (roadmap) to creation (idea), communication (content creator) and production (implementation), brands go through various steps until the first post appears. Such a chain is called a production pipeline. Different people work on a campaign, coordinated and step by step.

• Concept – roadmap of the campaign
• Creation – Individual ideas and posts
• Communication – Find / coordinate content creator
• Production – turning ideas into posts
• Publication – cross-media or on one channel (e.g. TikTok)
• Monitoring – analysis and reporting of all KPIs

Multimedia content: Entertainment and infotainment

The 2nd fact from the content creator definition:

“Creation of multimedia content”

The concept of Content Creator 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.

Photos, videos, edits – content creators can conjure up real works of art on their smartphones. From “simple” photos posted in a gallery (more interaction) to elaborate video editing, for example in a follow-me-around.

Regular publications – By working with “smaller” content creators, you can ensure regular publications. This is helpful because, for example, the algorithm of large platforms, whether TikTok or YouTube, favors new and up-to-date content. Instead of 1 “expensive” post with a big influencer, you can publish content for 12 months. In this way, you can keep the search results up to date with the same media budget.

Lots of content instead of a few 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

Technologies and trends: Strategy

The 3rd fact from the content creator definition:

“This includes a wide variety of technologies”

We would therefore like to present two parts:

1. Platforms and networks
2. Multimedia content +

Platforms and networks: multi-channel

The diversification of platforms continues. Over time, 2 or 3 relevant platforms (previously mainly Facebook and YouTube) have become many. More and more often with more specialized interest groups. A good example is Twitch, where you will mainly find gaming fans. Creative people can be found on Pinterest. Young target groups can currently be found on TikTok, for quick content. YouTube promises long-term placement in all target groups, etc.

• TikTok
• Instagram
• YouTube
• Twitch
• …

Multimedia content+ More than “content”

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

Live streams: direct interaction

Live streams – Live streams are popular with customers in entertainment and gaming, especially on Twitch live streams are quite normal and sometimes last a few hours.

Live Shopping: Direct product recommendation

Live shopping – Live shopping is becoming increasingly popular, also 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.

Collaborations: Bringing target groups together

Collaborations – Singing together, dancing together, collaboration between content creators attracts attention and expands the target group in a meaningful way. Advantages for both sides, customers and creators. This win-win situation can of course also be advantageous in budget negotiations.

Challenges: Small challenges

Challenges – Ever since the so-called “Ice Bucket Challenge”, small competitions on social networks have become indispensable. New challenges are invented every day in which a task has to be completed. Many people love watching these challenges and quite a few take part. This is shown by the millions of tags on individual topics.

Content Creator Events: Reach Boost

Content creator events – Similar to influencer events, with the small difference that it is not about 1, 2 to 10 people with very high reach, but about 30, 40 or even 50 and more, with smaller communities. This allows ideas to get out into the world quickly and also to different regions. And again the advantage: lots of content.

Multimedia+ summarized

Multimedia content + at a glance:

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

Content Creator + Performance Marketing =

Tip! You will never reach “all” of a person’s followers organically. That’s why we combine content creator + 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.

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

Read more here!

• Creator + Performance Marketing