How the industry has evolved toward “creator marketing”
We, as an influencer marketing agency that has been around for almost 8 years, have decided to stop doing influencer marketing. But don’t worry, of course we haven’t stopped. Instead of “influencer marketing”, we would rather call the business we are in as an agency “creator marketing” these days. We’ll explain why with a few relevant points.
Influencers have changed
The term “influencer” is outdated for us. It developed about 10 years ago, when people on social media started sharing their opinions in the form of posts on Instagram & Co. Soon it developed into a business in which companies paid influencers to advertise their products.
But instead of simply “influencing” people, creators do much more these days. The business has become much more professional over the years. Creators today don’t just hold products up to the camera to promote them. Rather, they are testimonials, content creators, and confidants for the people on the other side of the smartphone.
Authenticity and storytelling have become more important
When creators no longer simply hold products up to the camera, they naturally have to find another way to convince their own followers of what they are promoting. Nowadays, they give brands a face through authentic storytelling and tell exciting stories about the product they are promoting.
In this way, they do not simply advertise, but create experiences and identification for companies. This is one of the many reasons why influencer marketing – or rather creator marketing – is so successful.
Creators do not advertise for everyone
In the past, there was often the prejudice that creators would advertise for anyone as long as the money was right. Nowadays, this is not the case. Good marketing depends on creators choosing their partners carefully. Brand fit and authenticity play an enormously important role here and also testify to the high quality of the creator’s development and creator marketing.
Tips from Lookfamed Management
Want more specific insights on creator marketing? Our Head of Creator Management Selina has summarized them in a (German) video.