It’s an undeniable fact: creator marketing is one of the biggest revenue drivers in brand marketing right now. The landscape is ever-changing and has exploded over the past year, with Gen Z favouring authentic, smaller creators over large, macro-influencers. Thanks to this, 2023 presents brands with a number of interesting and exciting ways to increase their earning potential.
Currently sitting at around $104.2 billion, the creator economy is huge. Content creators, as opposed to most ‘traditional’ influencers, create high-quality, specialised content within their niche using their polished digital skills, and possess the ability to add real value to your brand. Importantly, 46% of Gen Z believe that creators with fewer than 20,000 followers are more trustworthy, and understanding this can add real value to your brand’s social media marketing (and save you real money!).
Today, we take a look at why your brand should be investing in creator marketing in 2023 and share actionable takeaways on how you can source and work alongside the perfect creator.
From TikTok to Discord: The leading creator platforms
We all know that TikTok is the place to engage with Gen Z. In fact, over half of young consumers surveyed by Student Beans admitted to purchasing an item after seeing it on TikTok. However, community-focused platforms such as Discord and Pinterest are also set to be big in 2023. Recent research by Student Beans’ insights agency Voxburner revealed that 24% of UK and 27% of US Gen Z students currently use Discord, whilst 42% use Pinterest (58% US). As they soar in popularity, there’s no better time to invest in these channels and their creators.
Why should your brand invest in creator marketing?
Thanks to their smaller platforms, Gen Z have a stronger affinity towards creators than the traditional influencer. Creator content, which is genuine, authentic and shared for the sake of creativity, leads young consumers to feel that the face they see on the screen is not just a social media star, but a close friend. As Ruby Soave, Head of Influencer Marketing at Student Beans, says: “‘Creators can quickly earn influence, as their community trusts that they won’t compromise their content over money – quality, creativity and integrity will always reign supreme.” As a result, young consumers are much more likely to trust creators’ recommendations – ideal for brands wanting to boost their ecommerce opportunities!
Investing in creator marketing is the ideal solution for brands trying to strengthen their online presence. After all, these creators already have an established voice and community, ready to be tapped into. A huge 81% of 16-24s prefer the people they follow to share their values, and this accounts for creators’ success: a content creators’ carefully nurtured and connected community can relate to Gen Z in a way that a faceless brand cannot.
Finding the perfect creator to work with your brand
Using content creators in your marketing strategies is the perfect way to stand out against your competition and understand your audience on a deeper level. But what exactly is the secret to success?
- Find a creator who truly aligns with the values of your brand.
Do they have credibility within your industry? Are the audience receptive, and is the creator seeing high levels of engagement? - Be clear and considerate.
Set out your brand objectives clearly from the beginning, and don’t forget to compensate your creators appropriately. - Let them do their thing.
They’re the experts here – after all, that’s why you got them on board! Be there to offer advice and feedback, but make sure they have creative control… they know their audience well. - Get in touch with our team!
Don’t worry if you don’t know where to start – our Student Beans Creators can help you boost your brand’s potential and connect with the student market in an authentic, seamless way.
Discover more about how you can enhance your marketing strategies using creator marketing, featuring actionable takeaways and ideas, in our new report, How to Grow Your Ecommerce With Creator Marketing. Available now.
