Throughout the internet’s history, successive phases of the web have created new and exciting ways for people and brands to interact and co-create. But from the social web and vloggers to the metaverse, trends continue to unfold at a pace that can easily wrongfoot brands.
Let’s be clear. The opportunity that these phases – or trends – present to brands is vast. Take the metaverse, which is estimated to be worth $800 billion by 2024, according to the Influencer Marketing Hub. Yet, as the digital landscape evolves, brands must be agile to survive, let alone win. The real challenge is how to be responsive to a new generation of consumers who expect to be able to participate in the brand, not just be passive consumers of it.
The answer lies in co-creation, a concept that smart brands are becoming increasingly receptive to, recognising that the way forward is allowing outsiders in. By bringing in a savvy, connected class of influential creators, they can tap into multiple rich, fluid, and exciting media properties and connect to specific niche audiences.
Both the fashion and beauty industries are awash with collaborations of this kind, with brands swift to recognise the benefits of co-creation. Just last month, Revlon worked with singer and content creator Loren Gray, one of the most followed individuals on TikTok, to unveil a limited-edition collection called the Loren Gray Fierce Angel Makeup Collection.
Meanwhile, Aimee Song, an American influencer with 6.4 million followers, has created a clothing brand – Song of Style – in collaboration with Revolve, an e-commerce platform in fashion.
Reaping the benefits of co-creation requires trust in the process, giving outsiders the freedom to create on behalf of the brand and accepting losing an element of control. For some, that feels scary. Knowing how to do this while mitigating the risks is a balancing act. But those who manage it well unlock the capability to create immersive experiences and deeper emotional connections with consumers.
So how do you ensure fruitful collaboration?
Select the right people to partner with your brand
Authenticity is key when considering which co-creator to partner with, because in order to build brand consideration with consumers, they need to feel that you understand their world. It’s important therefore to differentiate between the idea of ‘Influencers’ and influence, with the former raising questions about authenticity and believability.
The value of creators to brands, on the other hand, is clear. It lies in their deep understanding of a set of consumers and the conversations they have with them. They not only know their audience’s passion points and the nuance of what excites them, they live and breathe them.
Connecting with your audience via an influential creator enables you to fully enter their world. But that connection must be rooted in what is authentic to the brand so you can build relationships that make sense. Just as audiences can sense the superficiality of ‘Influencers’, they instinctively sniff out inauthentic brands.
Deciding who to work with will always be a balancing act between budget, reach, and influence. However, you need to think beyond the big, famous influencers and find a sweet spot for your target audience. Focus on creators who will do more than just lend their face to your brand, those who will play with your concept and bring something almost intangible to the table.
This is something that skincare brand Revolution has done successfully, teaming up with journalist and beauty expert Sali Hughes to create a simple but active skin routine for consumers. A reputable journalist in her own right whilst also an influencer, Sali brings both credibility and authenticity to the brand.
Build professional and collaborative relationships with the co-creator
When starting a dialogue with potential creators, brands must be prepared that some won’t be interested in collaboration. They need to hone their approach, tailoring for each prospect, and where necessary selling the opportunity.
Likewise, be prepared to interrogate each creator’s understanding of the brand and its strengths. The best partners are those who know their audience and understand their demographics. When you fire up creators’ passion for the project, their enthusiasm and excitement can carry over to generate results that go beyond your expectations.
Don’t forget that creators are brands in themselves. They are curating an online persona and are equally conscious of protecting their brand as any major corporation. Be respectful and recognise them for the professionals they are.
Consider how much creative freedom you give
Working with creators isn’t about giving them carte blanche to do whatever they want. While you want to harness their unique creative instincts, the output of your project needs to represent value for your brand. It therefore must be both creativity with purpose and brand appropriate.
But while your co-creations need to represent the brand, expect – and, indeed, want – them to diverge from it. Authenticity of meaning trumps the consistency of brand aesthetics and voice, therefore your creators need to be free to create something that conveys what is true to themselves.
That said, sometimes the people you select will use their influence in ways you cannot predict. While well-planned, tried and tested processes will get you most of the way, having strong governance in place is what safeguards your brand.
Ensure content aligns with business goals
Finally, it’s important to remember that you can’t just throw money at creators and hope for the best. It needs to be strategically aligned to your business goals, with clearly defined parameters at the outset that lay the foundations for a successful creator relationship, while enabling you to measure what matters and to demonstrate value.
With a robust methodology in place, brands who know what is authentic to them can play and reap the rewards. These elements are what give brands the firm foundations and guardrails they need to be more agile, to explore the creative potential, and to unlock new opportunities.
Comments are closed.