Content Creator – Content Creators are becoming more and more important in the marketing concept of companies. The big difference to an influencer: 1) content creators have smaller reach and 2) marketing concepts with content creators use other methods, but pursue the same goal: attention, awareness, in the end paying customers. What is a content creator? What does a content creator have to do? What is the difference between influencer and content creator? Learn more here.
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. It includes a wide variety of technologies.”
Let’s just jump into the topic of content creators and look at the 3 most important aspects of the definition. We’ll also give you 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 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.
- 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), 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 (bpsw. TikTok)
- Monitoring – analysis and reporting of all KPIs
Multimedia content: Entertainment and infotainment
The 2nd fact from the content creator definition:
“Multimedia content creation”
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.
Photos, video, edits – content creators can conjure up real works of art on their smartphones. From a “simple” photo, posted in a gallery (more interaction), to elaborate video editing, for example in a follow-me-around.
Regular publishing – By working with “smaller” content creators, you can ensure regular publishing. This is helpful, for example, because the algorithm of large platforms, whether TikTok or YouTube, prefers new and up-to-date content. So instead of 1 “expensive” post with great influencer, you can publish 12 months of content. This way, you’ll keep populating the search results with up-to-date content, with the same media budget.
Lots of content, rather than a few 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
Technologies and trends: Strategy
The 3rd fact from the content creator definition:
“A wide variety of technologies are subsumed under this”
For this we would like to present you two parts:
- Platforms and networks
- Multimedia content +
Platforms and networks: multi-channel
The diversification of platforms goes on and on. Over time, 2 or 3 relevant platforms (previously mainly Facebook and YouTube) have become many. More and more often with more specific interest groups. A good example is Twitch, here you will find mainly gaming fans. Creatives can be found on Pinterest. Young audiences are currently on TikTok, for quick content. Long-term placement in all target groups is promised by YouTube, etc.
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 entertainment and gaming customers, especially on Twitch, where live streams are quite common and can last for a couple of hours.
Live Shopping: Direct product recommendation
Live Shopping – Live shopping is 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.
Collaborations: Bringing target groups together
Collaborations – Singing together, dancing together, collaboration between content creators creates awareness and expands the audience in a meaningful way. Advantages for both sides, customer and creator. This win-win situation can of course also be advantageous in budget negotiations.
Challenges: Small challenges
Challenges – Ever since the Ice Bucket Challenge, small competitions on social networks have become indispensable. Every day, new challenges are invented in which a task must be completed. Many love to watch such challenges and quite a few, join in. 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’s not 1, 2 to 10 people with very high reach, but 30, 40 or even 50 and more, with smaller communities. So ideas get out into the world quickly and also into different regions. And again the advantage: lots of content.
Multimedia content + at a glance:
- Live streams
- Live Shopping
- Content Creator Events
Content Creator + Performance Marketing =
Tip. Organically, you’ll never reach “all” of a person’s followers. That’s why we combine content creator + 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.
- “Private” accounts ~ 20%
- Paid advertising (content) + 60/70/75%.
Read more here!