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. Here, we’re sharing the second principle:Map the sources of influence.
Everyone agrees brand fit matters more than fame. But casting the right type of influence has to go beyond asking whether the brand has a natural role in this creator’s world.
The other question to ask is to interrogate where their influence comes from – and if that source of influence can deliver what the brief requires: cultural relevance, building affinity within a subculture, social proof, or production craft at volume.
In our report, we share 4 creator archetypes: Personalities, Authorities, Amplifiers and Advocates – each with a different role for brands.
For example, Experian successfully broke through the intimidating world of financial services by stacking two different types of influence. They paired Al Nash, a comedian acting as a “Personality,” with their own in-house specialists, acting as “Advocates”. Al Nash asked the questions that consumers were too self-conscious to ask, giving the experts a reason to naturally explain financial concepts without lecturing.
Download the reportto discover more about creator roles and how leading global brands map them for maximum impact.
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