Empowering Creators: The Key to Authentic Branding
Brands are increasingly drawn to popular online creators due to their ability to engage vast and devoted audiences. However, merely partnering with influencers to tap into these followers is a strategic misstep. Insights shared during ADWEEK’s Social Media Week in New York highlighted that genuine relationships rooted in authenticity are essential for successful collaborations.
Why Authenticity Matters in Branding
Building Trust with Creators
Jordan Howlett, a prominent creator behind the viral series ‘Fast Food Secrets Club,’ boasts more than 14 million followers on TikTok. His approach to brand partnerships emphasizes a critical principle: "I need to know what the brand is. I have to have eaten it before." This perspective stresses the importance of familiarity and passion, suggesting that brands should prioritize creators who genuinely resonate with their products.
Moving Beyond Transactional Relationships
Janina Lundy, Head of Marketing and Brand Partnerships at Hartbeat—founded by actor and comedian Kevin Hart—echoed this sentiment. Her company aims to reshape sponsorship dynamics by fostering creators as collaborative partners rather than merely transactional entities. For instance, a recent campaign with PepsiCo’s Lay’s potato chips invited viewers to propose new flavor ideas through an engaging contest, resulting in 32 million engagements and nearly 1 million submissions.
Letting Creators Shine: The Creative Freedom
Allowing creators to showcase their true selves is essential to successful branding. The panelists at the event agreed that the very essence of a creator’s appeal lies in their authentic personality.
The Challenges of Collaboration
As Howlett pointed out, the challenge for creators often lies in navigating brand expectations: “When it comes to working with brands, the hardest thing is wanting to work with them, but immediately being met with rules and restrictions.” This raises an important consideration: creativity thrives in freedom, and constraining a creator’s innovative expression can dilute the essence of the message.
Involving Creators from the Start
Another crucial takeaway from the event was the importance of involving creators early in the process. Michael Berkowitz, Howlett’s manager and co-founder of the Greenlight Group, stated, “If you’re just bringing a content creator in for execution, you’re losing about 80% of the value they bring to the table.” They understand their audience far more intimately than the brand could, enabling them to craft messages that truly resonate.
Embracing Moments Over Ads
Brands shouldn’t just focus on churning out more advertisements; they need to create memorable moments. Berkowitz elaborated, “Brands don’t necessarily need more ads; they need more moments—and those moments are going to come from the creator understanding how to connect best with their audience.” This underscores the shift in thinking from traditional advertising to experiential marketing, where the creator plays a leading role.
The Future of Branding with Creators
Whether it’s during the Summer Olympics or a major political event like the presidential election, creators are set to play an increasingly pivotal role in shaping consumer perceptions. Instead of confining them to scripted lines designed solely to boost brand reach, brands should empower creators to take the lead and share what genuinely resonates with their audiences.
As Berkowitz aptly summarized, “Content creators are becoming more of show runners than hired assassins.” This evolution in branding strategy could mark a new era where authenticity reigns supreme and successful partnerships flourish.
By embracing these principles, brands can foster long-lasting relationships with creators that not only enhance their visibility but also cultivate genuine connections with audiences. This shift towards collaboration and authenticity is no longer optional—it’s essential for thriving in today’s competitive landscape.
