Influencers, creators, and the future of digital branded content

The future of branded content is digital creators - but it’s not that new.

We’re well into the creator era, and it impacts everything from the search results we see, to the way we feel, to the formats we enjoy. We recently hosted an event unpacking just that with experts from brand, to influencer to creator, all leading the discussion on the future of branded content and the interplays between influencing and creating. 

Vicky Mazengarb, Digital and Trading within hospitality, she’s workefd with the likes of Marston’s and Mitchells and Butlers. 

Oli Paterson, AKA Elburritomonster, he’s the King of crazy food combinations (namely, burritos) 

Anthony Campbell, Campo, a rugby player turned social media personality livestreaming daily family life.

The key areas of discussion:

• What are you? Celebrity, influencer, and creator have increasingly defined roles.  The former - famous because of something they’ve done. Influencer - sharing their lives, and the parasocial relationship gives them an ability to shape audience attitude. Creator - makers of digital content. Know which you need, depending on your brief

  
  

• Influence begins in the playground. We’ve experienced influence throughout our lives, from the playground to the office - just now there’s a digital footprint. It’s not a new concept, and you have to take people on the journey. If someone says, “This doesn’t feel like an ad,” great - that’s exactly the point. And that’s the shift

  
  

• When the algorithm stops, search carries on. Evergreen content is key. Creators can do more than fuel campaigns - they can help brands build stories, and conversations that last, stay relevant and can be repurposed to fuel the rising nature of social search

  
  

Understanding the data behind who to work with, the strategy that determines whether you need an influencer, a creator, many or few, is essential. Likewise, taking a digital-first and story-telling perspective to content - a world away from the old ‘one creative idea, reformatted for different channels.

The world has changed, creators and influencers are leading the new environment for brands. Are you joining them?

We have a number of events throughout the year so do get in touch - and if any of the above has stirred thoughts on how to better work with influencers/creators, or we’d love to chat.