Hiring content creators has become a very common strategy for brands seeking to interact authentically with their audience, as digital influencers are able to generate greater identification with the final consumer, with the so-called “publis”.
However, many companies are not knowing how to plan their campaigns with creators in an assertive way, which can lead to a lack of public interest in the content produced and in the acquisition of the product or service offered by the company.
One of the main points for successful campaigns starts with choosing the influencer that best matches the brand in question. For this, using data is the best way to help in this decision, since with a secure survey it is possible to understand which profiles have more relationship with the contracting company and which can produce content that will really engage with the target audience.
With that in mind, Winnin, a martech that empowers creativity through data science, conducted an analysis of the publis with creators that most engaged in 2021 and what insights can be drawn from these campaigns. Check out Winnin’s tips:
#1 Embrace a niche and your ambassadors’ routine
Brahma built a solid relationship with the backlands world, embracing a faithful community of brewers. The brand’s partnership with country singers such as Zé Neto, the duo with Cristiano, went far beyond publishing posts, as many of these creators became Brahma ambassadors and shared fun videos of how the product is really present in their lives.
#2 Go beyond the traditional cultural calendar and seek real connections with creators
Brands don’t need to create campaigns based solely on the traditional calendar, as TV shows and memes open up opportunities to listen and serve audience interests. The partnership between the influencer Gil do Vigor and the Vigor company arose from public comments about the common names between the creator and the brand. The result was a perfect match!
#3 Allow the creator to explore your product through the format they dominate
More than anyone else, content creators know which formats work best for their audience. When the campaign matches the content made by that influencer, the chances of the audience engaging are much higher. To promote the film Venom, for example, Letícia Gomes and Sony Pictures bet on the make-up artist’s transformations and the result was extremely positive.
@leticiafgomes I became the #Venom e #Carnage invited by @Sony Pictures Brasil ♬ original sound – Letícia Gomes
#4 Use new formats to embrace old stories
Exploring the universe of nostalgia, combined with the success of funk choreographies and parodies, Netflix invited two beloved best friends on the internet (Sasha Meneghel and Bruna Marquezine) for a campaign to launch the series Fate: A Saga Winx. This is a great example of how to marry a product to the creators’ story.
Report Methodology
The metrics come from data from Brazil on Facebook, YouTube and Instagram. The survey was created from data analysis carried out by Winnin’s artificial intelligence, which analyzed within the population’s consumption ecosystem on the content of relationships and mapped which themes and creators are dominating this conversation.
The aim is to show that there is no lack of opportunities for brands to assume themselves as content creators and boost their reach and performance online, especially on the commemorative dates of the cultural calendar.
All insights were built from data from the startup’s proprietary video intelligence software, Winnin Insights, which maps new emerging trends according to multiple variables such as industry, target audience and business objective, delivering insights and enabling brands and agencies act quickly to create more assertive and relevant products, actions and strategies.
The post Discover the most engaged pubs in 2021 appeared first on ADNEWS.
