|
We have plenty of our own thoughts and advice to share about creator partnerships, but we're a data-driven newsletter, so we're going to start with some findings from Michael Gratteri, Co-founder of Creator24, after he shared findings from 100 creator campaigns (and in this case, in the travel space, though the data is applicable to all niches, we'd argue).
Here's what we want to highlight:
- Users and brands are increasingly prioritizing creators and bloggers that are comfortable thinking bigger than "beautiful content." In short, it's not as much about the sunset shot, as much as it is showing how you experienced the sunset shot, which ultimately allows others to see themselves in your adventure.
- We like to think of this as prioritizing "person over polish" and "passion over perfection." No, we're not getting t-shirts made yet with those slogans, but never say never.
- Remember, it's not about impressions and views as much as it is about engagement -- so forming a genuine, personal connection with your audience is everything right now.
- "One trend showed up repeatedly," noted Michael. "Brands are becoming increasingly comfortable working with smaller creators."
- This is something we've referenced over and over at TWIB. You can now argue that a smaller creator with a very clear niche is more valuable than what we'd call a "catch all creator" with a big audience.
- If your social channels and your website do not currently have a clear explanation of what you do and why that matters, take this as your impetus to do just that.
- Want another simple starting point? Think about what 5 hashtags you use most to get visibility, then check what brands are using that same hashtag frequently. That, my friends, is called brand alignment. Remember, you are "for hire," not "for sale."
- Another idea that we want to note here is the power of creating with specific intent. It's not about the big things to do articles or catch all videos anymore, it's about showcasing memorable moments.
- "The destination is no longer the hero. The experience is," Michael notes.
- We'd also argue that there's now room to show your process. We love, for example, how longtime TWIB community member Scott Herder is now showcasing his process for creating with his audience. Take this post, for example. Notice how this also serves as brand building, since he's using the hashtag #NOTai.
- The era of the one off Instagram Reel is in the past. As we've noted at length, it's all about ongoing partnerships now. We're now focused not just on multiple deliverables, but also selling assets like photography and b-roll.
- "The creator is no longer just distribution. The creator is production."
- "Stop selling posts. Start selling content packages."
- Funding for creators has never been more available. Michael was focused on the travel industry, and he noted that "destination marketing organizations are dramatically increasing creator investment."
- People aren't looking for overly polished staged scenes on a destination or brands website anymore, they're looking for authenticity, and "creators make destinations feel real."
Now, there's also a lot that's not covered, and the biggest thing that we'd add to this is that top-tier creators understand their data and KPIs and can demonstrate ROI. Personally, in terms of showcasing what you can do for a brand or partner, we like InfluenceKit.
Just to put my money where my mouth is (Chris here), this was a sizeable partnership Bri and I executed for Northeast Tennessee last year, and they've actually just reached out to have us back. Notice there how many channels we're leveraging - repurposing content with the platform in mind is as important as its ever been.
Beyond all that we've noted here, do take the time to build a media kit, to create a rate sheet for yourself (where you can play with cost for a full campaign, cost per post + selling assets), and to understand what it is that you offer that nobody else can.
Also, don't underestimate the power of being easy to work with and a good communicator. Professionalism is not always something widespread in this industry, so it's an asset for those of us who like to keep our egos in check and stay in a growth mindset.
And with that, let's get you caught up on this week's news.
|
