Modern consumers ignore polished ads, so brands should work with creators based on their actual content skills, not follower counts. Creators drive views and engagement but aren't marketing experts. Ultra-short videos (6-30 seconds) make it hard to build awareness and drive sales without additional marketing support.
Jump all over the creator economy. The consumer has shown that they don't want highly produced, highly scripted ads. So these content creators are the best method in order to connect with your customers. When you choose your content creator, choose them for their content creation skills and not necessarily for their followers on social media. Another key point when you're actually going down this road is realize that these content creators are amazing at generating high video views and CTRs and connecting with an audience, but they're not experts at advertising and marketing. And in this environment where the video views have shrank to 6, 15, maybe 30 seconds, you need actually to drive intent and awareness and sales for your brand in a very short period of time. And the content creators aren't necessarily the ones by themselves that are gonna do that for you.
