A guide on working with creators; why, how, and mistakes

A little series on working with creators.  To prevent dropping an extensive manual on you, I've split it into three blogs. 

Click on the links to read the details (duh). And please, check out the original sources before jumping to any conclusions. And use your common sense when working with creators and or influencers. 

There's no such thing as miracles or magic happening, especially not in the social domain. Content and marketing are hard work, and it pays off when done right. 

Why it matters

Creators are taking over from the influencers. There's a slight difference between both.  This impacts how they can help brands reach their business objectives. And you need to measure the outcome to lock in next year's budget. 

Educate yourself on who they are, what and why they do what they do, how they can help you, and how both of you get the most out of the collaboration. 

First, what is a creator?

Creators make original content and focus on their expertise, while influencers have a large following and use their popularity to promote things. Sometimes, people can be both creators and influencers, combining their content creation skills with brand partnerships.

N=1, I see more value in working with creators over influencers. Just plug & play promoting your stuff by influencers is a thing of the past. It's about connection and making an effort as a brand to show that you care about your audience. And that's where the creators are taking the extra step. 

Part 1. Creators and influencers; the differences

• Underlying societal changes. Boomers and Gen X don't differ that much from Gen Z. 
• Differences between influencers and creators. Creators create original content and focus on their expertise, while influencers have a large following and use their popularity to promote things. Sometimes, people can be both creators and influencers, combining their content creation skills with brand partnerships.
• Why marketers work with creators. Engage with existing audiences,  reach new audiences, and build a community. Notice that driving revenue is not in the top three.  
• Why creators work with brands is not only about the money, also about adding value to their own audiences.
• Tips for choosing the right one. It can supercharge a brand’s engagement and reach; using the wrong partner can have a negative effect on the brand.

Part 2. The secrets to working with creators

The mutual benefits for marketers and creators. A collaboration should always benefit both; the brand, represented by marketing, and the creator with reach in its community. You scratch my back, I'll scratch yours. 

• Why marketers work with creators. Engage with existing audiences,  reach new audiences, and build a community. Notice that driving revenue is not in the top three.  
• Why creators work with brands is not only about the money, also about adding value to their own audiences
• Work with multiple tiers of creators to achieve maximum reach and engagement. Micro and nano creators get more Love and engagement. 

Part 3. Four ways to f*ck up creator marketing

Getting the most out of the collaboration with creators or influencers isn't easy. According to WARC, there are four big mistakes to make or prevent.

1. Audience fit
2. No repurposing creator content to other touchpoints
3. Long-term collaboration
4. Benefits for the creators' audience

Want to know more?

I'm here to help. Don't hesitate to drop me a DM for a quick chat. Over the last decade, I've been working for many brands and an equal amount of influencers and creators. I dare to say I know the drill and which agencies are the experts to give a piece of upfront and honest advice. 

Sources

All credits to WARC and their guide, ‘Working with Creators’. Check it out, as I can't reveal all insights of this amazing guide. Above is an excerpt of what I think matters and marketers should know. 

Special credits and shout out with a big thanks to David Shadpour, Founder and CEO of Social Native, and Nick Backlanov. 

• HypeAuditor’s Nick Baklanov on how brands and creators benefit from long-term partnerships
• Three ways brands can get the most out of creator content by David Shadpour
• Working with influencers can also become a distinctive brand asset, E.g., Clooney for Nespresso. 

WARC is my go-to source for insights, research, best practices, and cases. Yes, it's a paid subscription; for me, absolutely worth it. If you're a freebie, subscribe to their newsletter and podcast to get some content for free.