The creative multiplier: Why better influencer marketing needs real creator partnerships
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We need to stop talking *about* influencers and start talking *to* content creators. At Fourth Floor Creative, understand the value and power unleashed when campaigns treat online content creators as equal creative partners, rather than simply leveraging them for the size of their audience. This presentation, based on a talk by our CEO Rich Keith at the Influencer Marketing Show 2019, will explain exactly why a focus on creativity and big ideas is so vitally important (if often overlooked), and how a shift in thinking can multiply results immensely, for brand, creator, and audience alike.
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The creative multiplier: Why better influencer marketing needs real creator partnerships
- 1. By Rich Keith CEO, Fourth Floor Creative The creative multiplier Why we need to stop talking *about* influencers and start talking *to* creators
- 3. Cre a tive Fourth Floor Confidential /keieitiv /adj /muhl-tuh-plahy-er /noun Mul ti pli er relating to or involving the use of the imagination or original ideas to create something a person or thing that multiplies
- 4. Fourth Floor Confidential Creative multiplier /keieitiv muhl-tuh-plahy-er /phrase increasing the impact, engagement and reach of influencer marketing campaigns by a factor of by working with influencers as creative partners and leveraging the power of big ideas xn
- 5. Fourth Floor Confidential Two simple equations that will lead to better results for your influencer marketing campaigns Based on 100s of campaigns over the past two years with Fourth Floor, and four years before that managing talent.
- 6. FourthFloorConfidential Creators Influence, insight, audience, and voice all have great commercial value. Audience Content needs integrity and value. Audience need to want to watch it. Brands Creator collaborations need to be optimised for reach and profit. The equations are based on making sure we create value for all sides...
- 7. FourthFloorConfidential Awareness Celebrity Status Publicity And on working with content creators, rather than falling into the celeb trap.
- 8. Fourth Floor Confidential (Data + insight) x Market knowledge Better results = 1.
- 9. FourthFloorConfidential If all you do is match the audience demographic or video subject with the product, then add money, you create risk. Influencer audience ~ Target demographic Money + Risk = That's a different equation altogether.
- 10. Thumbnail Photo What you might miss FourthFloorConfidential IMAGE • How they handle endorsements • How their audience reacts • How they feel about the product • How much they’re just doing it because they need the money, because it really isn’t all milk and honey trying to make a living making videos
- 11. Thumbnail Photo By adding market knowledge you get real results FourthFloorConfidential • Going beyond matching a creator’s and product’s audience • Driving key insights from analytics and demographic data • And then using that insight to match the right creators • But spending the time to watch and understand their content • Not just sponsored content, but all the content on all the platforms, and why and when it performs • Work with them and the brand to make sure any sponsored content is authentic and valuable for the audience
- 12. Fourth Floor Confidential But that’s just the first step
- 13. Because while the world has changed... FourthFloorConfidential Creative idea Media execution Paid social Digital PR Creators ...a lot of marketing still follows an old and tired model.
- 14. Fourth Floor Confidential Big ideas x Creators Creative multiplier = 2.
- 15. What’s a big idea? FourthFloorConfidential Social at heart Get people talking (and sharing) Business and brand strategy With clear targets and objectives Based on true insight What problems are you solving? FourthFloorConfidential
- 16. Thumbnail Photo FourthFloorConfidential IMAGE “The flaming tire of astonishing creativity” Prof Mark Ritson
- 17. When you put working with creators at the heart of your strategy, the power of the big idea starts to be multiplied again and again. FourthFloorConfidential Creative idea Creators Paid social Digital PR Creators Brand/ agency Creators
- 18. How do you achieve this? FourthFloorConfidential Central idea as a big tent An idea that can have multiple voices and points of view. Only work with the right creators Go beyond reach and audience, and consider how well they fit your brand. Listen to the creators If their audience are your consumers, they will have valuable insight. Clear and consistent communication Don’t over-promise, and make sure they understand what’s expected.
- 19. Thank you! For case studies and examples head to our website or follow us on LinkedIn Website: www.fourthfloor.co LinkedIn: www.linkedin.com/fourth-floor-creative FourthFloorConfidential Twitter: @rjkeith Email: rich@fourthfloor.co