“We’ll often work with a client who’s in the launch of a new product and they’re in need of great lifestyle, human content, or who launched on TikTok and are in dire need of tons of video content,” she said. “We’ll create a network of creators that really act like creative partners for the client, and the client can really speak to them as they would any videographer or photographer.”
Influencer marketing agency Collectively has built out a similar creator content studio that largely focuses on connecting brands to user-generated content, said Natalie Silverstein, the agency’s chief innovation officer. The agency will assemble a team of five to 10 creators to create short-form videos for a client that feature the brand and its products in a way that appears authentic or natural rather than obvious marketing, she said.
This user-generated content style for short-form videos has become the standard that many brands are seeking to tap into—or to emulate in their own content, even when they’re not having a creator produce that video, Silverstein said. It’s only natural that brands would seek to work directly with creators to produce videos for their own channels to adhere to what consumers expect from short-form videos, an expectation that “comes back to creators” and the content styles and formats they’ve popularized on social media, she said.
“The language of TikTok and short-form video is creators, whether it’s manufactured to look like creator content or it’s actually a creator making it,” Silverstein said. “For so long, advertising has been about interrupting whatever content it is that you’ve been watching. But if people are going through their feed and seeing all of these creators’ content, and all of a sudden they see this highly-polished video from a brand, they’ll just be like, “No, that’s not what I want to see right now.’”
from Digital Marketing Education https://ift.tt/RQUaHAZ
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