How to incorporate creators into your content strategy

For the past few years, we have seen an explosion in the use of the term “content creator.” While it seems like an identity or profession birthed out of Millennial and Gen Z culture, content creators have been around forever. From scribes that wrote the earliest written texts of Sumerian civilization to the producers and filmmakers that create the numerous entertainment options provided by modern-day streaming services like Netflix, Hulu, and Disney+, content has always been around us.

Social media birthed a new era where content creators are the new “it girls.”

This is not completely surprising as consumers are more media savvy and understand how marketing and advertising works. The bottom line? Your average customer knows when they’re being marketed to. They’re tuning out the noise of over 6,000 to 10,000 ads each day and turning to their most trusted sources of information to learn about the products and services they should be purchasing.

Oftentimes, those trusted sources are their favorite content creators. Whether they have their own podcast, YouTube channel where they review products, host a weekly Twitter Space, or provide daily inspiration to their followers on Instagram, creators have redefined what it means to have a personal brand and “influence.” Now, brands are tapping into the creator economy to work with content creators for their campaigns and programming on a day-to-day basis.

Content creators are mini agencies. The game is getting more and more competitive.

— The Voice of Marketing (@LeboLion_SA) September 15, 2021