Brands & Content Creators

Brands & Content Creators

McKenzie Thomson

("Business identity. Blank stationery set on wood background · Free Stock Photo", 2017)

("Free stock photo of business, computer, desk", 2017)

Thesis

The establishment of content creators has allowedbrands to better access and communicate with their consumers through the use of sponsored posts and product collaborations.

Brands are always trying to find better ways to

communicate and build relationships with their

consumers.

(Works, 2017)

Advertising isCONTENT

("Free stock photo of forest, girl, hair", 2017)

In simple terms, this is the way brands are able to

create content for their consumers that is targeted to

their wants and needs.

("Free stock photo of apple, computer, cup", 2017)Matrix, S. (2017). Module 02 Lecture 01: Promotional Media, Analyzing Adverts [Powerpoint slides].

Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/867276/View

In order to further this

development that ‘advertising

is content’, brands are now

using ‘celebrity’ endorsements

to communicate and entice

purchase. Matrix, S. (2017). Module 02 Lecture 01: Promotional Media, Analyzing Adverts [Powerpoint slides].


("Services", 2017)

The use of content creators or social influencers is

another form of ‘celebrity’ endorsements in that the

end consumers trust and value the opinion of these

influencers and want to use their products

("Image: Mujer tomando foto con iphone - Piktochart Infographics", 2017) Matrix, S. (2017). Module 02 Lecture 01: Promotional Media, Analyzing Adverts [Powerpoint slides].


It is now thought that brands “are more interested in

working with social influencers like YouTubers over

traditional celebrities”

("Free stock photos of video camera · Pexels", 2017) ("Brands would rather work with YouTubers over traditional celebrity ambassadors, says study", 2017)

For a new brand launching or a

brand launching a new product,

the use of social influencers

could be game changing.

("Free Image on Pixabay - Photographer, Photo, City, Street", 2017)

Brands could avoid the ‘long tail

effect’ and therefore the

discoverability dilemma and be able

to target a new audience otherwise

unreachable.("Free stock photo of advice, advise, advisor", 2017)

Matrix, S. (2017). Module 01 Lecture 01: Media Convergence: Choice Abundance[Powerpoint slides].


T H E P O W E R O F

B E I N G

D I S C O V E R A B L E

T O C O N S U M E R S I S

I N V A L U A B L E T O

B R A N D S I N A N

E V E R

C O M P E T I T I V E

M A R K E T .



("Free stock photo of earphones, headphones, listen", 2017)

Based on the power the new ‘connected consumer’ has, there is also

new higher expectations which creates a ‘control revolution’ for

brands.("Free photo Photography Digital Camera Lens Equipment Film - Max Pixel", 2017)



Brands want to control every aspect that the consumer is being exposed to and through the use of social influencersthis can be achieved.



("Free stock photo of adult, background, beach", 2017)

ONE OF THE MORE POPULAR

FORMS OF SOCIAL INFLUENCERS ARE

YOUTUBERS.

("File:YouTube-social-icon2.jpg - Wikimedia Commons", 2017)

YouTubers will create a video that may be

sponsored by a brand and will conduct a

product review or speak about the

product and the brand collaboration.

("Grayscale Photo of Computer Laptop Near White Notebook and Ceramic Mug on Table · Free Stock Photo",

2017)("File:YouTube-social-icon2.jpg - Wikimedia Commons", 2017)

VIEWERS THAT WATCH

THIS YOUTUBERS

VIDEOS WILL THEN SEE

THE PRODUCT, HEAR

THE REVIEW AND

IDEALLY PURCHASE THE

PRODUCT OR SERVICE.

("Free stock photo of app, apple, hand", 2017)

F O R A N E X I S T I N G B R A N D T H A T I S

L O O K I N G T O R E V A M P T H E I R C U R R E N T I M A G E

O R A S S O C I A T I O N S C O N S U M E R S H A V E

T H E Y C A N U S E S O C I A L I N F L U E N C E R S T O S T A Y

T O P O F M I N D .

("Free stock photo of art, artist, calligraphy", 2017)

("Black Coffee Filled in White Ceramic Mug on Orange Plate · Free Stock Photo", 2017)

For an existing brand that is

looking to revamp their current

image or associations consumers

have they can use social

influencers to stay top of mind.

Matrix, S. (2017). Module 02 Lecture 02: Public Relations [Powerpoint slides]. Retrieved from

https://onq.queensu.ca/d2l/le/content/71613/viewContent/874618/View

“Expressions

are more

valuable than

impressions.”

("Business identity. Blank stationery set on wood background · Free Stock Photo", 2017)

Matrix, S. (2017). Module 02 Lecture 02: Public Relations [Powerpoint slides]. Retrieved from

https://onq.queensu.ca/d2l/le/content/71613/viewContent/874618/View

Popular YouTuber &

Filmmaker Casey Neistat

said it’s “not me

endorsing a product as

much as it is me sharing

my perspective on it”.

("Free stock photo of above, abstract, aerial", 2017) (Gianatasio & Gianatasio, 2017)

By having consumers see that

someone they trust likes the

product the brand is already

top of mind for consumers.

("Free stock photo of 18, apple, black-and-white", 2017)

("Macbook Pro · Free Stock Photo", 2017)("Free stock photo of above, abstract, aerial", 2017)

("Google acquires FameBit to help YouTubers cozy up to brands", 2017)

To continue growing this market Google bought

FameBit so that YouTubers and brands can be

more easily connected in order to create

sponsored content.

In the future the way brands

collaborate with social

influencers will only grow in

pursuit of better relationships

with the end consumer.

("Free stock photo of blogging, business, coding", 2017)

The use of Social Influencers

such as YouTubers are an

invaluable way for brands to

connect with consumers.

("Macbook Beside Coffee Cup on Beige Woven Tray · Free Stock Photo", 2017)

ReferencesBlack Coffee Filled in White Ceramic Mug on Orange Plate · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/black-

coffee-filled-in-white-ceramic-mug-on-orange-plate-89786/ Brands would rather work with YouTubers over traditional celebrity ambassadors, says study. (2017). The Drum. Retrieved 5 March 2017, from http://www.thedrum.com/news/2016/06/13/brands-would-rather-work-youtubers-over-traditional-celebrity-ambassadors-says-study

Business identity. Blank stationery set on wood background · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/business-identity-blank-stationery-set-on-wood-background-6372/ File:YouTube-social-icon2.jpg - Wikimedia Commons. (2017).

Commons.wikimedia.org. Retrieved 5 March 2017, from https://commons.wikimedia.org/wiki/File:YouTube-social-icon2.jpg Free Image on Pixabay - Photographer, Photo, City, Street. (2017). Pixabay.com. Retrieved 5 March 2017, from https://pixabay.com/en/photographer-photo-city-street-1805317/ Free photo Photography Digital

Camera Lens Equipment Film - Max Pixel. (2017). Maxpixel.freegreatpicture.com. Retrieved 5 March 2017, from http://maxpixel.freegreatpicture.com/Photography- Digital-Camera-Lens-Equipment-Film-690163 Free stock photo of above, abstract, aerial. (2017). Pexels.com. Retrieved 5 March 2017, from

https://www.pexels.com/photo/above-abstract-aerial-bird-s-eye-view-315590/ Free stock photo of adult, background, beach. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/adult-background-beach-blue-296282/ Free stock photo of advice, advise, advisor. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/people-office-team-collaboration-7075/ Free stock photo of app, apple, hand. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/mokup-smartphone-technology-phone-34407/ Free stock photo of apple, computer, cup. (2017). Pexels.com. Retrieved 5 March

2017, from https://www.pexels.com/photo/macbook-pro-iphone-cup-desk-7974/ Free stock photo of art, artist, calligraphy. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/fashion-art-coffee-macbook-pro-57690/ Free stock photo of business, computer, desk. (2017). Pexels.com. Retrieved 5 March 2017,

from https://www.pexels.com/photo/sunglasses-hand-smartphone-desk-6488/ Free stock photo of earphones, headphones, listen. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/music-sound-smartphone-person-7424/ Free stock photo of forest, girl, hair. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/girl-nature-stripes-health-25293/ Free stock photos of video camera · Pexels. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/search/video%20camera/ Grayscale Photo of Computer Laptop Near White Notebook and Ceramic Mug on Table · Free Stock Photo.

(2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/grayscale-photo-of-computer-laptop-near-white-notebook-and-ceramic-mug-on-table- 169573/ Image: Mujer tomando foto con iphone - Piktochart Infographics. (2017). Google.com. Retrieved 5 March 2017, from https://www.google.com/imgres?

imgurl=https://piktochart.com/wp-content/uploads/2016/07/Selfie-desde-un-iphone.jpeg&imgrefurl=https://piktochart.com/es/blog/evolucion-de-narracion-visual/mujer- tomando-foto-con-

iphone/&h=2586&w=3970&tbnid=pHsT7E2jsMlL_M&tbnh=181&tbnw=278&usg=__l7cc_dQFZ6_66JUI7TyeGcYT3RE=&hl=en&docid=Q8D0rCipS8_VCM#h=2586&imgrc=pHsT7E2jsMlL_M:&tbnh=181&tbnw=278&w=3970 Services. (2017). Rob Forbes. Retrieved 5 March 2017, from https://www.movingcanvasmedia.com/services.html Works, H. (2017). Why workplace culture needs systems thinking. Happiness Works | Why workplace culture needs systems thinking. Retrieved 5 March 2017, from https://happinessworks.com/insights/2017/01/24/why-workplace-culture-needs-systems-thinking/ Free stock photo of 18, apple, black-and-white. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/black-and-white-apple-desk-macbook-pro-680/ Free stock photo of blogging, business, coding. (2017).

Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/iphone-notebook-pen-working-34580/ Gianatasio, D. & Gianatasio, D. (2017). 10 Viral Content Creators Who Electrify Fans by the Millions. Adweek.com. Retrieved 5 March 2017, from http://www.adweek.com/digital/10-viral-content-creators-who-electrify-fans-

millions-165991/ Google acquires FameBit to help YouTubers cozy up to brands. (2017). The Verge. Retrieved 5 March 2017, from http://www.theverge.com/2016/10/11/13246710/youtube-famebit-branded-content-product-promotion Macbook Beside Coffee Cup on Beige Woven Tray · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/macbook-beside-coffee-cup-on-beige-woven-tray-53904/ Macbook Pro · Free

Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/macbook-pro-94654/