Content creators are becoming increasingly important in the world of digital marketing. Video content has taken centerstage, especially on platforms such as Facebook and Instagram. With 60 per cent of people frequently engaging with videos and 50 per cent devoting substantial time to watching, it is evident that video is an effective tool for attracting attention, hence the role of creators in the creation of short format videos or namely, ‘reels’, has been expanded.
Dr. Sid Warrier, a neurologist and content creator, provides insight into why this is the case. "Consumer choices are driven by the limbic system, our emotional brain, which decides before our prefrontal cortex rationalises them. Thus, effective marketing must tap into these emotional responses," he states when asked about what triggers a viewer’s attention towards these videos and what makes them engage with this kind of content. In other words, the brain influences the viewer’s choices, which is why understanding this psychology of creating compelling video material is important for marketers and content creators to make a significant difference in engaging viewers.
Content creators are vital to today's marketing strategies. Their ability to create relatable and powerful content combined with their number of followers, enables companies to engage more intimately with their target customers. Sejal Kumar, creator and entrepreneur, emphasised the need to balance brand alliances with personal ideals and conscious influence. "I love fashion, and I work with fashion brands, but I'm not trying to promote reckless, fast and mass-produced fashion consumption that harms the environment," she tells. Kumar further emphasises that creators are responsible for producing attentive and uplifting content, "Audience grab and learn a lot of things from the creators and their content, so influencers must be mindful of the content they are producing." This emphasises the necessity for producers to encourage ethical consumption while being true to their values.
Utsav Malhotra, COO of Noise, also highlights the strategic importance of collaborating with creators. "Creative is the new aim. And if you become creative as a brand, this will be your future strategy in time, collaboration with creators may improve marketing techniques, making them more successful and entertaining," he says, encouraging collaboration efforts by brands to develop creative marketing campaigns.
The experts also navigate the influence of this cooperation on performance indicators. Working with creators frequently produces significant outcomes, such as a 25 per cent rise in video view rates and a 21 per cent increase in overall effectiveness. Warrier necessitates ethical storytelling here, " There is actually no brand. There is just self-identity," he explains. This implies that businesses should prioritise developing content that reflects viewers' beliefs and encourages responsible messaging.
To succeed in the competitive marketplace, marketers must combine smart content development with efficient platform utilisation. Gauravjeet Singh, Head of Agency - India at Meta, asserts the importance of sophisticated technologies such as Meta's Advantage Plus in optimising marketing tactics and reaching a larger audience.
With the evolving digital marketplace, the role of content creators and the emphasis on deliberate influence become more significant. Brands can strengthen their relationships with their consumers and create more meaningful outcomes by embracing creative partnerships and ethical practices.
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