Leveraging Online Content Creators: The New Frontier in Global Brand Advertising
In recent years, the advertising landscape has undergone a significant transformation, shifting from traditional mediums such as billboards, radio, and television to digital platforms.
This shift has been driven by the increasing number of consumers spending time online, with 1.66 billion people shopping online annually and 78% of internet users researching products before making a purchase (Union, May 5th, 2023).
As a result, brands have recognized the need to adapt their marketing strategies to reach these digitally-savvy consumers.
One of the most notable developments in this new era of digital marketing is the rise of online content creators and streamers.
These individuals, who produce a wide variety of content ranging from written articles and blogs to videos, podcasts, and live streams, have amassed large followings on social media platforms such as Instagram, YouTube, TikTok, and Twitch. In fact, there are currently 207 million content creators worldwide, with over 60% of them making a living from their content.
In fact, as we wrote in a previous article the creator economy is expected to boom even further in the upcoming years.
Brands recognize the influence of these content creators
As brands recognize the influence and reach of these content creators, they are increasingly leveraging their popularity to engage with consumers and promote their products and services.
By partnering with content creators who have a strong connection with their target audience, brands can achieve higher ROI, more effective targeting, and increased consumer engagement compared to traditional advertising methods.
A new generation of online content creators
In a nutshell, the shift from traditional marketing to digital platforms has given rise to a new generation of online content creators who command significant influence over their followers. As brands continue to adapt their marketing strategies to reach these digitally-savvy consumers, leveraging the power of content creators will become an increasingly important aspect of global brand advertising.
Therefore, it’s no surprise that brands are reallocating their budgets from traditional media to content creators, influencers, and streamers as they tend to prefer to branch out their time and resources and allocate part of their budget to content creators/streamers who have built an audience that trusts and follows their opinions.
Personal Connection & Trust:
In today’s digital age, online content creators have emerged as a powerful force in the world of advertising and have managed to establish deep connections with their audiences. This special connection and trust that content creators share with their followers sets them apart from traditional advertising channels, making them an invaluable asset for brands looking to expand their reach and influence.
Content creators and streamers are often seen as friends, role models, and trusted sources of information by their followers. The almost personal connection they have with their audience, is built on authenticity, relatability, and credibility.
Content creators have the power to skew their followers’ opinions, preferences, and buying decisions more effectively than traditional advertising, resulting in immense benefits for brands that collaborate with them. Through this connection, content creators increase brand recognition, customer loyalty, and, ultimately, sales.
Moreover, content creators can provide brands with better content at a lower cost than traditional advertising, as they are already tapped into their audience’s preferences and interests.
Targeted Demographics: A Winning Strategy for Brands
Content creators often have a deep understanding of their audience’s demographics, including age, gender, location, interests, and preferences. This valuable information enables brands to tailor their advertising campaigns to resonate with the right customers, resulting in higher engagement and conversion rates.
Let’s take successful content creator Tori Dunlap, a financial feminist who has built a thriving community of over 2.8 million followers across TikTok and Instagram. Her content focuses on helping women build wealth and close the financial literacy gap. Brands partnering with Dunlap can tap into her established community and build a deeper connection with their target audience.
Another example is Nzinga Young, a vegan content creator who teaches new and aspiring vegans how to eat well without breaking the bank. With over 103,000 followers on Instagram, Young’s non-judgmental approach to living a plant-based lifestyle has fostered an active community that brands can engage with through partnerships.
There are endless cases of successful influencer campaigns. But, does this apply to the streaming world? Absolutely!
KFC + Twitch Streamers
One such example of a successful partnership is the collaboration between KFC and popular Twitch streamers during a PlayerUnknown’s Battlegrounds (PUBG) event. In this campaign, KFC offered viewers the chance to win free chicken dinners and gift cards by watching the partnered streamers play PUBG on Twitch. The promotion also included a giveaway of two “loot buckets” filled with KFC gift cards for viewers, while the four participating streamers each received one as well.
This creative partnership allowed KFC to target the gaming demographic, specifically those interested in PUBG, and engage them with the brand in a fun and interactive way.
Old Spice + Dr Disrespect
Old Spice, a men’s grooming brand, targeted the gaming community by sponsoring Twitch streamer Dr Disrespect, who has a predominantly male audience interested in gaming and technology.
This collaboration allowed Old Spice to reach its target demographic effectively and increase brand awareness among gamers.
IBAI + CAPSA
At Nexoom, we take pride in connecting brands, creators and viewers and building a path to success for everyone involved.
Check out our success story with Ibai and Central Lechera Asturiana and get in touch with us if you’re interested, we’ll be delighted to craft a tailored plan for you.
Authentic & Engaging Content
Content creators have the unique ability to connect with their audience on a deeper level, as they often share similar interests, values, and lifestyles. This connection allows them to produce content that is not only entertaining but also relevant and relatable to their viewers.
By partnering with content creators, brands can tap into this powerful connection and create campaigns that truly resonate with their target audience. One of the key advantages of working with content creators is their flexibility and creativity. They can produce a wide range of content, from sponsored posts to product reviews to behind-the-scenes footage, allowing brands to create one-of-a-kind and engaging campaigns that align with their branding and messaging, giving them an edge over those who don’t take advantage of this marketing channel.
This flexibility enables brands to experiment with different types of content and find the perfect balance between organic and sponsored content.
Moreover, as mentioned earlier, content creators can help brands establish trust and credibility with their audience. As consumers increasingly rely on online reviews and recommendations from real users, user-generated content (UGC) has become a crucial component of successful marketing strategies.
By collaborating with content creators, brands can leverage UGC to showcase the value of their products and services through authentic testimonials, tutorials, and real-life applications.
We have mentioned how content creators help brands target specific audiences while conveying a message of authenticity and credibility. It doesn’t stop there. It also offers a great opportunity for brands to maximize their return on investment (ROI).
When comparing the cost-effectiveness of partnering with streamers to other forms of advertising, it’s essential to consider the potential ROI.
Traditional marketing methods, such as television or print ads, can be expensive and often yield lower returns while not always offering direct ROI calculations.
Streaming markeging offers a more targeted approach, allowing brands to tap into a specific audience that is already engaged and interested in the content.
The rule of thumb is typically a 5:1 ratio, with exceptional ROI being considered at around a 10:1 ratio.
Email marketing has an average ROI of 3,600%.
SEO marketing boasts an average ROI ratio of 22:1, equating to 2,200%.
Twitch streamers, for instance, can earn between 0.25 cents – 4.50 cents per 1000 impressions from ads. A popular streamer averaging 30,000 concurrent viewers with an eCPM of $1.50 running four ads per hour, streaming eight hours a day and five times a week, will make $45 dollars per hour or $7,200 each month. These figures demonstrate the potential for higher returns when investing in streaming marketing compared to traditional advertising methods.
For instance, let’s take the previously mentioned KFC advertising campaign on Twitch, which involved partnering with popular streamers like DrLupo, Sacriel, Sequisha, and Anthony Kongphan. This campaign reached over 5 million unique Twitch users and generated significant buzz, leading to increased brand awareness and sales for KFC.
Another case of a successful streaming marketing campaign is HP’s partnership with Twitch for their “There is Light” concert series. The campaign reached nearly 3.4 million viewers, delivering 12.8 million minutes watched and 8.4 million impressions served. As a result, brand favorability increased by 14% and purchase intent rose by 13% among viewers exposed to the campaign.
In comparison to traditional advertising, partnering with streamers provides a more personalized and engaging experience for viewers.
So, if the ROI for digital marketing is typically a 5:1 ratio, with exceptional ROI considered at around a 10:1 ratio, and we’ve seen that streamer campaigns have the potential to surpass these benchmarks, we can say without a doubt that they are an attractive option for brands looking to maximize their advertising efforts.
The Power of Social Proof & FOMO
As if the powers we have mentioned so far were not enough, influencers and streamers hold an extra one: the key to generating social proof for a brand’s product or service, ultimately driving sales and brand recognition through the psychological phenomenon of FOMO (Fear of Missing Out).
Social proof is a concept that refers to people’s tendency to follow the actions of others, especially when they are uncertain about what to do. In the context of marketing, social proof provides evidence of the popularity or usability of a brand among consumers, influencing the purchase decisions of prospective and returning customers. Content creators can generate social proof by showcasing their positive experiences with a brand’s product or service, sharing user-generated content on their social media platforms, and collaborating with brands in influencer marketing campaigns.
leveraging online content creators is a crucial strategy for brands looking to generate social proof and capitalize on the power of FOMO.
One effective way to create social proof is by partnering with micro-influencers who have a strong connection with their audience. Brands like SmartSweets have successfully used this strategy to create FOMO, working with hundreds or even thousands of micro-influencers to promote their products. This widespread promotion creates a sense of urgency and exclusivity, encouraging viewers to make impulse purchases to avoid missing out on the latest trends.
Another approach to generating social proof is by sharing customer testimonials, reviews, and case studies. Brands can showcase these on their websites, social media pages, and even in their marketing materials. By highlighting the positive experiences of satisfied customers, brands can build trust and credibility with potential buyers, further driving sales and brand recognition.
Moreover, brands can leverage the power of FOMO by offering exclusive deals, limited-time promotions, or one-time discounts through exit-intent “pop-ups” on their websites. These tactics create a sense of urgency and scarcity, motivating customers to take action before the opportunity slips away.
We must embrace the new era of digital marketing by harnessing the influence of online content creators.
With their deep connections, authenticity, and targeted reach, content creators provide a powerful platform to engage a brand’s audience and drive brand success.
Don’t miss out on the opportunity to maximize your ROI and establish trust with your customers. Get in touch if you are looking to captivate global audiences and shape the future of entertainment. Let’s redefine possibilities together!
FIND OUT MORE