We recently released a new released report,We Are Social Decodes: The New Creator Operating Model.It offers three key principles for achieving brand success in creator marketing. Today, we dive into the first principle:Innovate across your ecosystem.
With 81% of Gen Z purchasing based on influencer recommendations this year, the creator economy is undeniable.
Yet, the report highlights that 45% of creator ad spend on Meta is wasted due to failing to follow best practices. A major reason for this is that brands often treat creator strategy as an isolated tactic, separated from broader marketing efforts.
Integrating creators within their marketing ecosystem is a huge opportunity for brands. They can empower them to innovate how they approach discovery, building communities, driving commerce, developing products, and embedding within culture.
By connecting across these areas, we get the most return on investment from creators beyond just a lift in social metrics. Accessing creator thinking can open up fresh approaches to how brands achieve their key objectives: from creating brand salience in culture and driving conversion, to generating ideas for new product development.
Downloadthe full report nowto learn how KFC, Rexona and Booking.com are working with creators to innovate across their marketing ecosystem.
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