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Branded content: Why influencer marketing is more than just the influencer

The Drum 06 Apr 2020 10:09
By Ben Jeffries-06 April 2020 11:09am

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

Branded content: Why influencer marketing is more than just the influencer

In the past, creators have been used for their ability to build communities and to reach and engage large yet targeted audiences. While this is still very much happening, creators are more than ever, also being recognised for the high quality of the content that they create.

Often, creators are able to generate content that is on par with that which a brand could create, and in the current climate, at a time when studios and offices are shut and brands are unable to create content in the ways they previously would, influence-led branded content is becoming more and more prevalent. As brands realise that creators can be used for so much more than their follower count and influence, branded content is the new craze in the realm of influencer marketing.

Many creators can work, even when you can’t

Content creators are specialists in generating content that resonates with the people that brands are trying to reach, and they have the capability and capacity to create this branded content in times when the brand may not be able to. Additionally, many creators are accustomed to creating content from their own homes. Some have studios in their houses, while others specialise in producing content using digital applications or even stock imagery.

Creators are masters of content creation

Many creators are established artists, photographers, graphic designers, etc who have chosen to showcase their talents via digital mediums instead of, or as well as, pursuing paths that are considered to be more traditional. For this reason, working with creators to generate branded content often means that your brand benefits from the best content on the market, created by top talent.

Content creators are experts at understanding their audience; they have built strong communities who are fully engaged with their content, and they know exactly what that audience wants to see. This knowledge comes from years of interacting with their followers, as well as experimenting with different kinds of content as their following has grown, and as a result they know exactly what works and what doesn’t. Interestingly, 80% of respondents in a recent survey said that influencer-generated assets performed the same or better than brand-created assets.

You’ll be able to repurpose the content

This ability to repurpose premium content often means that marketers can save budget by creating branded content with a creator. According to a recent study, 41% of marketers said they have saved budget on content creation by engaging creators. On top of that, repurposing the content allows you to use the feedback that you’ve already received from the audience to tailor the campaign to specific segments of your audience.

We’re currently working with some of the biggest global brands to create amazing content at a time when their teams are unable to create the content themselves. With our verified and trusted community of creators, we’ll be able to pair you with the talent that can generate branded content and assets for your channels. Get in touch today to learn more about working with Influencer to create branded content that resonates with your target audience.

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Ben JeffriesCEO co
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