Research reveals that 3 out of 4 companies don’t select the ideal creators for their campaigns
Summary
The Creator Economy is generating billions of dollars around the world, but 75% of brands make mistakes when choosing creators for their campaigns, compromising digital marketing performance.
The Creator Economy is growing and already moving billions of dollars around the world. Brands across all industries are investing in creators to connect with their audiences more authentically and effectively. However, a recent survey by BrandLovrs, titled Creator POV 2024, revealed that 75% of brands make mistakes when choosing creators for their campaigns. This failure directly undermines the performance of digital marketing strategies, resulting in low-impact campaigns and poor connection with audiences.
According to Rapha Avellar, CEO of BrandLovrs, many of these errors are linked to the lack of in-depth data analysis and the use of superficial metrics such as the number of followers, which leads brands to choose inappropriate partners. “Businesses still cling to numbers like followers and likes, but that doesn’t necessarily mean the influencer will generate the desired engagement or reach the right audience,” explains Avellar.
Where are brands going wrong?
Vanity metrics: For many brands, the number of followers or likes is still the main criteria for selecting a creator. However, as Avelar points out, these numbers can be deceiving. “Creators with millions of followers don’t always get real engagement. Often, these followers aren’t interested in what the brand has to offer.” This means that the campaign may not generate the expected results, as the audience is not aligned with the advertiser’s goals.
Lack of brand alignment: Another common mistake is choosing creators based solely on popularity or current trends. “Many companies forget to evaluate whether the content creator’s values align with those of the brand. This ends up resulting in campaigns that feel artificial or disconnected from the company’s proposition, generating little impact,” the CEO points out.
Lack of knowledge of the target audience: Understanding the creator’s audience is crucial. When brands don’t thoroughly analyze the demographics and behavioral data of a creator’s follower base, they run the risk of targeting someone whose audience isn’t interested in the product or service being promoted. Without this understanding, the campaign tends to be ineffective, generating lower-than-expected results.
How technology is changing this scenario
If brands have had difficulty choosing content creators correctly, the good news is that technology is revolutionizing the Creator Marketing market. Big Data, machine learning and artificial intelligence (AI) tools are increasingly being used to provide valuable insights into audience behavior and the real impact of content creators.
According to Avellar, these solutions help companies go beyond “vanity metrics,” allowing them to identify creators who truly deliver results. “By analyzing data such as the level of real engagement and the impact the creator has on their audience, brands are able to select influencers who generate real results, optimizing their campaigns and strengthening their relationship with their audience.”
BrandLovrs, for example, has developed an AI tool that analyzes the demographics, interests and behaviors of a creator’s audience. This ensures that the choice is more assertive and in line with the brand identity, significantly increasing the chances of campaign success.
In addition to improving the initial choice of influencers, the technology also offers a previously impossible advantage: monitoring performance in real time. This means that during the campaign, brands can closely monitor results and make quick adjustments if something isn’t working as expected.
“Brands that adopt advanced data tools have a clear advantage: they are able to identify creators who deliver real results, optimizing ROI and strengthening relationships with their audiences,” concludes Avellar. With technology, the error rate in choosing content creators tends to decrease dramatically, benefiting both brands and creators.
Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
