The Internet today would not be without creative individuals who inhabit space.
Imagine if Nathan Apodaca never took TikTok in a storm with a combination of cranberry juice, skateboarding and Fleetwood Mac “Dreams” or if Jalaiah Harmon never created Renegade. Social media would be kind of boring because, let’s be honest, your photos of what you eat for lunch don’t attract me just like the content these authors have posted.
Creators are also drawing the attention of brands and social networks that see opportunities to expand their consumer base and collaborate with content. At first, consumers are loyal to the agents, returning regularly to their favorite developer channels through Youtube’s most popular brands. Add to that two out of three Twitter users I agree that creators are changing and reshaping culture, and it’s no wonder why brands and platforms are involved in the economy of content producers.
But if brands are serious about working with creators, brands need to recognize that they no longer play all the shots, and meet content producers on their terms.
Listen to me…
The most successful partnerships begin when brands empower agents and put them in the driver’s seat, which is a tough but necessary change for many marketers.
Content producers have more tools than ever before to manage brand relationships and the content they create, as well as how they get rewarded for their work. Networks such as Clubhouse and TwitterFor example, content producers can not only generate direct revenue from their fans but also set a price. And on platforms like Patreon, authors can keep most of their income, which is a relatively new luxury.
Snapchat Spotlight’s $ 1 million daily profit ends June 1 – instead:
• Creator “donates”
• Story Studio to create content
• Creator Marketplace https://t.co/nRlY0x5S6R
– Lia Haberman (@liahaberman) May 20, 2021
For marketers, the message is clear – either pay value to the authors or lose the collaboration. As they continue to branch out into their social content, content providers have every reason to catch up on brand partnerships if terms and compensation don’t work for them
Snapchat just announced a creator fund that costs $ 1 million a day:
—TikTok has a $ 200 million creator fund
– The YouTube Partner Program allows content producers to monetize videos with ads
Instagram allows content providers to monetize through the “Stores” service
Direct commercialization is growing for content producers pic.twitter.com/shD1zXmzRe
– Ari Lewis 🚀 (@ amlewis4) November 23, 2020
Creators are also forcing brands to face them diversity of abilities (or lack thereof). As difficult as it may be to dismiss job opportunities, Black, Brown and other BIPOC factors say no to brands that don’t prioritize diversity. And creators aren’t shy to call brands that don’t take into account the diversity and inclusion of talent.
That the company brought all the other tik tokens here to ATL for that fight and didn’t consider reaching for any black social media talent who lives here atl … ok BET #TrillerFightClub enough is enough. Add to this story too
– Keith Dorsey (@YOUNGGUNSCEO) April 18, 2021
Another way brands can empower agents? Give them due credit for their work. Lack of credit harms black factors in particular, as evidenced by the creators Keara Wilson or Mya Nicole. When brands properly recognize the work of the original content producer, they are better able to build a relationship with that creator instead of trying to correct the abuse.
Pay the Black Creators and give them their credit. Stop taking it on your own. I honestly feel that we should get dance movements patentable. Sounds silly, but I think about this. Tired of people stealing black people.
– Natasha L.Dillard (@OfficialTashaO) June 1, 2021
As the economy of content producers continues to evolve, expect content producers to have more control over content and brand partnerships. By better understanding their impact on culture, content producers can (and should) demand more for trendy content they provided for free. And for many brands, learning to play by the rules of content providers is the price they are willing to pay in return for the influence of the content provider and the content that resonates with millions of people.
To find the right content providers to work with your brand, you first need to know your audience inside and out. See this article how to show trends and content that really attracts your audience today.