How brands are embracing creator partnerships and mastering the art of being ‘very online’ 

Reports

Earlier this month, We Are Social launched a new report outlining the trends defining a new era of brand and creator collaboration: Next Gen Influence. Here, we explore one of the five trends featured – Credible Creativity.

To read the full report, download it on our website now. 

Credible Creativity

On one side, savvier audiences hate to have their viewing experience interrupted by ad content. On the other, lower barriers to entry have supercharged creative production – meaning more content vying for the same finite attention spans. In this context, the bar to creativity is higher. 

This is true for everyone, but it’s hardest for brands, who have to be as entertaining as their human counterparts, without the grace given to humans for their flaws. Today’s brands are expected to be both morally and creatively exemplary at the same time. To strike this difficult balance (of being both institutionally upstanding and creativity inspiring) brands are leaning on creators that represent ‘very online’ creativity – particularly the creative approaches that are loved when done by individuals, but less persuasive when done by corporations.

We’re seeing more and more subversive humour in creator content. Brands are partnering with creators to participate in culturally authentic humour, connecting with fans to immerse themselves within the culture, and using self-deprecating humour to stay relatable.

And what’s the best way for brands to truly engage with this culture? Be chronically online. 

Discover what’s driving the trend, the breakthrough creators who personify it, and how brands can use it in the Next Gen Influence report.