The creator economy is worth approximately $104.2 billion, according to CBInsights, and that growth is poised to continue, especially as new solutions and services emerge to help these creators monetize and grow their individual brands and businesses.
But what exactly do creators need to flourish and do their best work (and do their best for the brands they work with)? There are currently more than 300 creator economy startups on the market designed to serve the entire creator work cycle, according to Crunchbase’s database. However, both big-name tech players and retail brands are designing systems and platforms to serve influencers and creator partners of all sizes by offering:
- Robust data and analytical tools;
- Access to campaign briefs and best practices; and
- Community experiences and opportunities for creators to connect and learn from each other.
Providing such support has become increasingly critical as more creators note the stress and burnout they feel as they work to develop and optimize content for different platforms and audiences. (Check out part one of this feature for more details on the growing creator economy crisis.)
While Meta, TikTok and larger commerce vendors Shopify have invested in creating platforms and resources for creators, more than half (54%) of creators have said that these resources have not been helpful. Brands and retailers have a unique opportunity to respond to this gap in the market and make it easier for creators to engage with them.
Most recently, Walmart unveiled its Creator platform, which was designed to make it easier for influencers of all statures to monetize their content and get inspired by others in the field. According to the retailer’s site, creators will be able to access Walmart products more easily, find new ways to earn commissions, and use dashboards and analytical tools to scale their brands.
Perhaps the most alluring part of the platform, and Walmart’s entire approach to influencer engagement, is that there are no requirements to join the program, which opens opportunities for micro- and nano-influencers just getting started.
Adore Me, the lingerie brand recently acquired by Victoria’s Secret, has historically taken a similarly supportive approach. Focusing on identifying and engaging creators who align with the brand’s core values, Adore Me has an established, proprietary platform where creators can apply to become members of the creator community. They then receive gift cards to shop the store and share their content, and can eventually be offered paid contracts or the opportunity to join the affiliate program.
The more creators engage with the brand, and participate in both campaigns and the overall community, the more they are rewarded for their activity and overall loyalty. Adore Me creators also get access to Creators Digest, where they can meet fellow creators, get social media tips and even share their own content.
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Given the scope of work that many creators juggle, it’s important to make it easy for them to do business. That means using these platforms and supporting channels to share campaigns coming down the pipeline, associated creative briefs, deadlines and best practices, and present opportunities for creators to collaborate. However, brands and retailers also can use these channels to create a sense of community, something Génesis Miranda Longo, an #AerieREAL ambassador, believes is critical — and something she believes Aerie does extremely well.
“Aerie does an amazing job of making us feel like we’re part of the team, and of creating a community within the ambassador program,” Longo said in an interview with Retail TouchPoints. “We know who we all are, have regular meetings with the team, and even have fun community-building type events. For example, with Aerie, we have a body positivity training session and discussion every year, with a curriculum from the National Eating Disorders Association. One of my other favorite events was a briefing and discussion about the newly launched Aerie Real Foundation, and how we could participate as ambassadors.”
Creating an Experience Influencers Love
If brands and retailers want to get maximum value from their influencer marketing investments, they need to think about all components of their strategy: from initial research to building creator loyalty. Influencers offered their perspectives on what they look for as they consider and prioritize brand partnerships:
- Fine-tune your creator search: All creators interviewed for this article emphasized the importance of values alignment. Rather than targeting a vast pool of creators with large followings, brands instead should narrow their search to find the right creators with the right focus, and with the right community of followers who align with their mission.
“More creators are approaching conversations with brands by not just asking about what’s in the contract, but what the company is really about,” said Ziad Ahmed, Founder and CEO of JUV Consulting, a Gen Z digital marketing agency. “As Gen Z continues to use social platforms to take stances on issues, aligning ourselves with partners who share our values is critical.” - Focus on building meaningful relationships: At the end of the day, creators are consumers too. Now more than ever, they want to work with brands they love, which means teams should focus on building authentic, long-term relationships. “Don’t just send out products in hopes that they’ll promote them,” advised Lindsey Hyams, a part-time creator, college student and co-founder of a network for college students to connect with PR, social media and influencer professionals. “Create relationships with the influencers you’re working with because that allows them to be passionate about the products they’re promoting,” said Hyams.
Ahmed added that more influencers are doubling down on authenticity and, in some cases, are turning down partnership deals due to lack of natural alignment. “It’s much easier to be a spokesperson when you actually believe the words you’re saying,” he said. “Nobody wants to post anything that feels forced or just wrong, so finding ways to craft partnerships that feel right is essential.” - Use influencer feedback to improve the brand experience: Brands and retailers are leaning into first-party, zero-party and behavioral data to find ways to innovate and differentiate. Influencer feedback and insights should be brought into the mix because they “know your brand best and engage with your brands the most,” Longo said. “What recommendations do they have for merchandising, marketing or customer service? Have them test out new products, features or technologies before launching. I know that brands are hungry for this insight. Lean into your ambassadors and treat them as the experts they are.”
- Let the creators create: People follow specific influencers and creators because there is something specific about their personality and their content that resonates with them. Brands should resist the urge to provide so much guidance on content creation that it challenges or silences influencers’ unique voices. “Brands should trust their creators and let them bring their own unique touch to content,” said Simran, an Emory University student and influencer for Ralph Lauren.“They understand what their followers value most and can utilize those insights to drive more conversion or awareness, but that requires trust and creative freedom from the brand’s end.”
Ahmed added that brands need to lead into a “co-creation” model where they work in tandem with young people and creators to build the brands they launch. “Too often, brands come to Gen Z too late — after the product or concept is already baked — which is why messaging comes across as so off,” he noted. “We often see briefs so wildly prescriptive, bizarre and cringey because they were written by people who are not native to these platforms at all, and they often leave very little room for the creators to actually be creative.” - Show your support: In the spirit of community, brands should have a dedicated team, whether it be from marketing or PR, for managing and communicating with influencer partners. Longo noted that Express in particular does a great job of liking, re-sharing and commenting on content she posts. “As soon as I see a notification [from them], it reminds me that they value my partnership and that they see me. It may sound silly but it’s so special to see the brand name commenting on a post like a friend would.”
