An Introduction to Creator Marketing

You already know that creating engaging content and a well-thought-out marketing strategy helps you grow your business. But one idea that might be new to you is creator marketing, a concept that is shifting how marketers collaborate and create content. When introducing a product or promoting your business, one post with a creator simply no longer suffices. Instead, a larger strategy needs to be set in place.

This article will introduce the concept of the creator economy and creator marketing. You’ll also learn more about the difference between working with a content creator and an influencer.

Before we get into creator marketing, let’s look at the background on this topic. The countless social media platforms and content creators active today make up a new landscape on the Internet, which is called the creator economy. 

According to the marketing software company HubSpot, the creator economy is the online economy made up of content creators, which includes social media influencers, videographers, bloggers, and other digital creatives. Tools and software that help these creators grow profit from the content are also part of the creator economy.

During the COVID-19 pandemic, when many people were at home and had more time to spend time online, the number of active content creators increased. Many soon discovered this content could also generate money. It was estimated there were over 50 million content creators just two years ago. It’s likely this number is even higher today. 

Creators use social platforms such as YouTube, Instagram, TikTok and Twitch, just to name a few. If you’re not yet using TikTok to promote your brand, take a look at our blog article Using TikTok for Your Business.

Sprout Social defines creator marketing as “when brands partner with content creators to drive awareness and engagement for specific campaigns or initiatives.” By incorporating creator marketing into your strategy, you can greatly improve your audience engagement and reach. 

Choosing to work with a content creator can help you strengthen your community or reach new followers, but not all creators are the same:

• Content Creators: produce entertaining or educational content for digital distribution, including audio content (podcasts), written content (blogs), photos/images, and videos (YouTube videos). Content creators know how important it is to build a relationship with their audience, which is important to note when you are looking for someone to collaborate with a creator.
• Social Media Content Creators: similar to content creators, this creator subcategory prioritizes building a relationship with audience members across all social platforms. If you are interested in marketing on various social platforms, it may be beneficial to work with a social media content creator.

One popular content creator is Yoga with Adriene. She creates yoga-workout videos and has brought yoga to many peoples’ homes, especially during the pandemic. She connects well with her following and it is apparent that she has built a strong community behind her brand.

It’s important to note that content creators create content, blogs, photos, etc. to make money, while influencers “inspire” followers to buy or to do something. The big difference is the intention behind the content being posted.

Content creators produce high-quality content to engage with their audience through photos and videos, which can include tutorials, how-to guides, etc. Influencers share their lives and promote products, which, if purchased by their following, often bring them a percentage of sales.

Here are some example marketing goals that can help you decide if you should work with a content creator or an influencer.

• Working with a content creator: you want high-quality content and/or want to create a unique project. You’d like to use the creator’s style to present your brand. Digital content creators are usually paid per project and they often offer you a quote based on your request. They can help you create engaging content for marketing purposes or for sale strategies.
• Working with an influencer: you want to reach new audiences and increase brand awareness. You’d also like to promote a new product or service to a special niche group that the influencer targets. Influencers often create packages based on the promotion that you want and the reach that they have.

It’s important to note that choosing to work with a content creator vs. an influencer is not necessarily an either-or situation. It really depends on your marketing strategy and your overall goals.

As always, make sure to stay on top of trends and learn about content creators in your industry. You can find content creators or influencers that interest you by using social listening. Want to learn how? Read our How You Can Use Social Listening to Improve Your Business blog to find out.

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