How Creators Can Take Your Brand To New Markets

This rise in e-commerce spending means that brands are able to open themselves up to a global audience. Influencer marketing has proven itself to be one of the most effective ways to branch out into these new markets, and introduce products and services to the eyes of many.

Why? Because content creators allow brands to introduce their offering to a new audience in a genuine way. By making use of a creator’s voice that an audience already knows and trusts, brands can enter new markets both seamlessly and effectively.

How to collaborate with creators and create campaigns that will help your brand break into new markets

Viral campaigns

Viral campaigns can offer an incredible opportunity to reach a completely new audience. When creators are introduced, brands should give them the lead to come up with a highly creative angle, one that will take the brand’s offering to the next level.

One way of doing so is to align the creative to current social media trends – 61% of TikTokers like brands better when they create or participate in a trend online. In doing so, content creators can associate the content and the campaign to popular moments and themes that are circulating on the social landscape. This will offer a brand an authentic and highly successful way to connect with a new audience and showcase their offering to a completely new market.

Viral campaigns tend to have common features:

– They’re highly creative, with a unexpected twist or surprise

– They can have an emotional appeal

– They’re shareable

– They can have a positive social impact

World-wide campaigns

As the global marketplace is opening up in front of brands’ eyes, collaborating with content creators in different locations is a great strategy for success. By using known and trusted creator voices across different territories, brands can be sure that they are positioning themselves in various new markets.

Content creators can assist with world-wide campaigns by also:

– Breaking down cultural barriers and providing culturally appropriate content

– Breaking down language barriers and speaking to the audience authentically

– Avoiding any social and cultural taboos

Local campaigns

While new global audiences can often be a target for brands, so can local and regional markets. Some products and services might be targeted towards a location-specific audience, e.g. those living in a city, by the sea, or in rural areas.

In this case, working with micro creators who can activate content quickly, can leverage regional messaging to drive greater brand rapport and have huge sway over their local audience, is hugely beneficial. For this reason, working with this creator type can help give brands their big break.

The importance of selecting the right creators

Ultimately, collaborating with creators is a super effective way for your brand to venture into new markets. However, it’s important to note the importance of selecting the right creators. This is especially true when wanting to access an entirely new market.

Working with creators who resonate with your target audience is an essential part of the puzzle, and without the relevant information to hand, this can be a challenge. That’s where we come in. Our new technology platform, Waves, has a creator approval process that is based on client key success metrics, as well as creators’ historic campaign performance and previous content.

This ensures that our clients work with creators who don’t have a track record of providing fraudulent or manipulated data. As a result, brands are able to fully understand the creators they are working with and can form those all-important long-term partnerships.

With a technology platform, like innerblack, behind you, you can cut the guesswork and ensure that the creators you’re collaborating with will be effective in helping your brand move into new and unexplored territory.

Influencer Marketing: When To Use It?

Influencer marketing can be an amazing way to boost sales, build a community and enhance the perception of your brand amongst your target audience. However, knowing when you should use influencer marketing is of utmost importance, as it’s especially useful when targeting specific goals. Here, we take a look at when influencer marketing will benefit your brand…

When your ads aren’t getting the results they deserve

You may have found that your organic content isn’t performing well, so decided to opt for paid ads instead. However, in doing that you may have realised that you’ve been spending lots of money and not really seeing results.

The reason for this could be ad blockers – blockers that literally block your ad content so they never even reach your target audience. Secondly, some consumers are experiencing ad fatigue, becoming tired of ads due to the large quantity they are being delivered, and when they see paid social ads on their feed it can be a huge turn-off.

Influencer marketing sidesteps this issue, by working with authentic creators to advertise products and services in a genuine way that doesn’t feel so much like an ad. As the people who then view the ad will usually have chosen to follow that creator, the ad is not being forced under their noses. Creators are able to engage an audience and avoid ad blockers, the result being that the creators are able to reach the right people with content that is authentic.

When you want to build a community

There’s no better way to build a community for your brand than by working with creators to reach your target audience. When you find the right creators who connect with your audience, it can be a great way to reach out to people who are genuinely interested in what you’re offering.

These creators already have an engaged niche audience who are interested in their content and trusts their recommendations. By having a creator introduce your brand to that community, the brand is able to piggyback off the creator’s success.

The reason that creators are so great at creating communities is that they bring together groups of people who have a shared interest. When these interests are aligned with what your brand does, it can be a great way to harness a ready-made community and grow your own.

When you need some creative direction

Working with a content creator isn’t always just about getting them to post what you ask. Often, brands will use creators throughout the whole process to spark ideas and figure out how to engage the target audience in the best way.

After all, these guys know exactly what their followers want and can help you create content that really speaks to them. It’s in both of the brand and the creator’s interest to produce the best content possible, and often creators are worth their weight in gold for the campaign creative direction and input they can provide during the creative process.

But this doesn’t only apply to the campaign process. Many brands are now introducing creators into the even earlier stages of the process, such as working with them to design products. Involving creators in the product design process allows brands to benefit from the constant dialogue creators have with their followers around current demands and trends, while they can also ask their followers to provide feedback on products.

They also know their audience very well. For brands, bringing a creator whose follower demographics match their target audience into the design process enables them to produce products that are guaranteed to be favourites among their desired audience.

When you have a new product or service on offer

It can be very hard to take a product to market in a way that doesn’t force the brand on the consumer. However, creators can make this easy for your brand. Their ability to bring a product to people’s attention in a way that is genuinely helpful to the consumer makes influencer marketing stand out.

If you have a new product or service coming out, influencer marketing can offer the perfect opportunity to raise awareness and potentially boost sales. Using an influencer marketing platform that gives you real-time insights can also be incredibly helpful when using influencer marketing for lead conversion. This way, you can see which creators are performing well, getting engagement and leading people to their basket and adjust your spending accordingly.