Content material creators and the creator economic system have gotten extra integral to the success of selling campaigns. Our 2022 State of Inbound Advertising and marketing Traits Report discovered that 88% of manufacturers have a devoted funds for working with influencers and creators. We additionally discovered neighborhood shall be a prime precedence for advertising and marketing technique in 2023.

To realize extra perception into the world of content material creators, HubSpot partnered with Tilt to survey greater than 300 advertising and marketing and business-specific content material creators. Here is a little bit of what we discovered that entrepreneurs have to know. To entry the total report, verify our Enterprise of Creators Report.

5 Issues Entrepreneurs Ought to Know About Content material Creators

Listed below are 5 issues entrepreneurs have to find out about content material creators and find out how to leverage them.

1. Most creators wish to develop their companies.

Development is on the forefront for a lot of content material creators. In our survey, greater than 50% of content material creators wish to develop their companies to help a small or giant crew. Virtually 40% say they wish to develop as a solopreneur. Solely 7% report wanting to maintain content material creation as a passion.

With development being the principle goal for extra content material creators, manufacturers ought to supply mutually useful partnerships that assist creators meet their targets.

“One of many issues [HubSpot’s] began to do is spend money on impartial creators to assist them do what they do properly,” mentioned HubSpot’s Director of New Media Kyle Denhoff. “We’re investing in podcasters proper now. We’re offering them monetary worth, distributing their present throughout our model channels — we’re cross-promoting their present throughout our podcast community.”

Mutually useful offers are nice for creators but in addition present glorious alternatives for manufacturers.

“By partnering with creators, we will present them stability financially and thru the help of HubSpot’s channels, however then we will additionally begin to attain their audiences,” Denhoff mentioned. “I feel entrepreneurs simply need to suppose via how they’ll associate with creators, how they’ll present extra worth to creators to have a real partnership …”

Monetary stability is a hurdle for a lot of content material creators. In keeping with our survey, greater than half of creators do not earn sufficient cash to maintain themselves or their companies. So, when you’re providing a partnership that may convey them nearer to their monetary and enterprise targets, creators usually tend to wish to work with you.

2. Content material creators worth independence.

Our survey discovered that almost all content material creators (32.4%) get into the career as a result of they search independence and wish to “be their very own boss.” Consequently, creators will not compromise their happiness for something they disagree with. They wish to have management over their work.

With that in thoughts, entrepreneurs ought to keep away from treating creators like workers and deal with them with the identical respect as another enterprise. Entrepreneurs must also keep away from micromanaging creators throughout collaborations and as a substitute seek the advice of creators on strategic planning.

And, after all, pay your creators on time.

3. Creators are reaching new audiences.

Content material creators have a knack for tapping into audiences in areas the place companies and types battle. For instance, platforms like Twitch and TikTok are difficult for corporations to navigate as a result of customers depend on these areas for neighborhood and leisure.

Nevertheless, content material creators like Drew Afualo and Ninja have cultivated robust relationships with their followers on TikTok and Twitch, respectively, prompting numerous manufacturers to associate with them to achieve their audiences.

To search out your viewers — and the precise creators to associate with — think about your group’s targets and analysis the place your viewers lives on-line. It is best to experiment with a multiplatform challenge to start out so you may later analyze which channel was the best in connecting together with your viewers.

From there, you may resolve which initiative will grow to be the principle audience-driving platform to leverage, and you can discover creators whose work and imaginative and prescient align together with your targets.

4. Micro and nano influencers make for glorious partnerships.

Talking of partnerships, manufacturers ought to kind relationships with micro and nano influencers who align with their targets, viewers, and model mission. Micro and nano influencers sometimes have underneath 1,000 followers, whereas mega influencers are likely to have round 1 million followers.

When you could also be extra inclined to associate with mega influencers due to their large following, chances are you’ll profit extra from micro and nano influencers. Creators with smaller followings usually have a better engagement fee than these with giant followings. And usually, a better follower rely normally means a better marketing campaign value. So, creators with a smaller following might be extra aligned together with your funds.

5. Gen Z is changing into a rising era inside the creator economic system.

Most content material creators are Millennials and Gen X; nonetheless, extra Gen Zers are beginning to take root within the creator economic system. Along with working with micro and nano influencers, corporations ought to associate with Gen Z creators on account of their means to attach with Gen Z shoppers.

Bear in mind I discussed TikTok has a platform the place companies usually battle to attach with their viewers? Gen Z makes use of TikTok as a search engine greater than Google, and social media is changing into the following era’s go-to place for training and development. Manufacturers ought to search for alternatives to collaborate with Gen Z creators in the event that they wish to attain new audiences on platforms like TikTok and Twitch.

Now that extra about content material creators and their motivations, you have got the knowledge it’s worthwhile to create a profitable and mutually useful partnership with creators who align together with your model’s targets.