With modern marketing strategies, Creator Economy gains more space in the market

Growth

The presence of content creators in company profiles adds value to advertising pieces

One of the fastest growing markets in the country is influencer marketing and along with it, the “Creator Economy”, which can be defined in a single word: co-creation. Brands are highly impacted by this market, as the presence of content creators in company profiles adds value to advertising pieces. Understanding the authorial production of the creators in the native language of each platform optimizes the delivery of the message to the target by up to 71 times. An important process in this sector, which has approximately 50 million creator economy professionals worldwide, including creators and curators, according to data from Mundo do Marketing, a marketing content portal.

Prosumers, users who, in addition to consuming, also create content, are part of the creator economy and are divided into ten categories: digital influencers, bloggers, social network personalities, comedians, activists, podcasters, vloggers, artists, musicians and athletes.

“With all these personalities from different fields, we can have a clear idea of ​​why influencer marketing and the creator economy are growing. Brands manage to reach any audience, using the right influencer, well positioned and credible in their niche”,

commented Thiago Cavalcante, CEO and CSO of Inflr, an adtech pioneer in actions with digital influencers.

According to a survey recently carried out by IAB Brasil, an association whose objective is to develop digital advertising in the country, only 5% of people do not like to receive “publis” from brands made by influencers. The data show that this type of content is highly accepted, which explains why 82% of Internet users have already purchased a product or service at the suggestion of a creator.

“Nowadays, people are interested in ‘publicis’ made by influencers, because they discover new products or services and are curious to learn more about them, in addition to creating a relationship of trust and security with the creator”,

explained Cavalcante.

“Because of this, the influencer needs to have a good personal branding, to know how to position himself, understand his target audience, form an engaged community and sell his work well”, he added.

To achieve all the desired KPIs in a campaign, brands and influencers must work together with an adtech specialized in actions with content creators. In the case of Inflr, campaigns can reach up to 100% of the influencer base, through multi-segmentation and strategies to increase user qualification, in addition to working with the content maximization model via CPM (cost per thousand impressions), in that the brand only pays for the result generated by the action. This combination of brand, influencer and adtech is the recipe for generating a successful campaign.

*With advisory information

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