Creator media takes a completely different approach to leveraging the power of digital creators than traditional influencer marketing. The days of one-off campaigns and random sponsored posts are slowly but surely disappearing and long-term partnerships are starting to own the space. Why?
- One-off campaigns are less successful than long-term partnerships because they lack the authenticity, trust, and commitment that modern consumers are after.
- One-off campaigns do not produce the amount of data necessary to improve your creator strategy or influence the rest of your marketing mix.
Long-term campaigns show followers that the relationship between the creator and brand is genuine, making them more likely to trust the promoted product like they trust the creator. In fact, 94% of consumers say transparency / authenticity affects their potential loyalty to a brand. Long-term campaigns also have a clear campaign message, while one-off campaign messaging has a greater likelihood of getting lost or misconstrued due to lack of consistency.
Having the opportunity to test different strategies to see what works best over time is another major aspect to the long-term partnership. Identifying top performing creators, the most successful channels, and key messaging points to create even more engaging content is what really sets creator media apart from traditional influencer marketing. The ability to then use this data to drive your other media decisions is what makes it so valuable. Although long-term campaigns can require more work upfront and can be more expensive than one-off campaigns, their results are almost immediate and their effects longer lasting.