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Influencer Marketing: What Does a Digital Content Creator Do?

Dasha Samoylenko
Influencers or content creators are the most discussed social phenomenon of the year, don't doubt that. Brands search for them and are ready to pay them. As a result, cute girls on Instagram make good money and drive influencer marketing forward.

They are not bloggers anymore, and not celebrities yet. They teach the audience how to dress, to take care of the skin, how to do a makeup, and how to travel, of course. Most often they are nice people with beautiful pictures on Instagram or a stunning channel on YouTube. Even despite the fact that in most cases they don't have professional expertise in the thing they are telling the audience, they manage to distribute the information successfully, sell goods and services, and, if you want it or not, set trends.
Such spheres, as digital marketing and SMM are very young. In fact, they are just starting to develop. Trends in these spheres change with the speed of light. In this ocean of new phenomena and trends, we didn't notice how content creators became a part of digital marketing.
Today being a content creator is first of all profitable, and second of all, very exciting.
But who are these mysterious people? Actually, it's those who have genuine skills for a qualitative content creation: copywriting, content management, making photos and editing. You can't forget about video bloggers nevertheless. Youtube is getting more and more popular so modern content creators are supposed to know how to shoot videos, create subtitles and edit sound.

For the majority of the world population the phrase "content creator" doesn't say anything concrete. Yet it turns out that the majority of people still consume some content on a daily basis! Some of them read Twitter, others are addicted to YouTube videos. And of course, the majority checks their newsfeed on Facebook 2 times an hour.
And all this content which daily consumed by billions of people is generated by creators. They can easily write a good text, make an original photo or an interesting video. They know how to create the image and stick to the same style. No advertising and marketing strategies. Pure content and real emotions.

Emotions, sincerity, the possibility to see oneself in the content creator-that what pushes the audience to them.
How Do Content Creators Make Money?
112 million people follow Kim Kardashian on Instagram, and for the most of them, she is the absolute authority and the undisputed opinion leader in terms of fashion trends. A huge number of followers contribute to the growth of the stellar ego of Kim. And, what is even more important, monetize her popularity. Kardashian promotes her own cosmetic brand Kkw Beauty's and does some occasional advertising from time to time. According to the British Glamor, one advertising post on Kim's page costs $500000.

That's the top of influencer marketing and the answer to the question "How do content creators make money?"

However, promotional posts of Kardashian differ from the usual advertising: there are no calls-to-action to buy colorful lollipops in such publications. And "correct" hashtags appear as if by accident - as if Kim would tag her sisters or her favorite makeup artist Mario Dedivanovic. This "unobtrusiveness" is the main principle of influencer marketing: promotion of brands and their products with the help of celebrities, but without the usual advertising format, directly appealing to the audience.

And a bit of influencer marketing statistics:

Content creators and social media influencers are the top marketing trends. According to the publication Adweek, 50 percent of all bloggers that create content for brands have appeared in the past two years, and a third of them - just a year ago or even less. It's interesting that 95% of all influencers are women; 44% of them do blogging not only for profit, but also for pleasure, 23 % use social networks to "express themselves", and 12 % "inspire others."

Influencers on social networks are replacing real celebrities. In other words, you can become a star if the number of followers will reach the number with at least five (and preferably six) zeros. It doesn't matter who you are after all: an actor and producer Mark Wahlberg (9.1 million followers), known to the whole world, or fashion blogger Chiara Ferragni (13 million followers), familiar only to those who are actively interested in fashion. They both became influencers because they created a high-quality content.
Pay attention to micro-influencers
A huge number of fans on social networks are an important condition of success, but not the only one. Micro-influencers rule today. They are bloggers or ordinary users of social networks who don't have millions and even hundreds of thousand followers online. The quality of followers is more important than their quantity. It's simple: if you have, let's say, 10 thousand followers, but you are a fashion editor with invitations to all the main shows of the season, and your followers are other influential industry experts or simply wannabes; or if you are a professional traveler with an active audience; or a restaurant critic with a peppered tongue, then you can be considered as a micro-influencer.

Barrett Wissman, a contributor to the American Forbes, identifies micro-influencers in the range between 10 and 500 thousand followers. "Micro-influencers are such people who have already built their audience, which may be interesting for brands. They have a genuine and trusting relationship. The audience believes that if influencers are ready to share brands histories with them, then this is really important," he writes in the article.
Some more influencer marketing statistics:

The effectiveness of micro-influencers in comparison with bloggers who have millions of followers is noted by the economic publication The Startup. They write that the posts from micro-influencers receive 60 percent more involvement, they operate on average 7 times more efficiently, and 22 times more often become a reason for discussion. The reasons for this difference lie just in the "landed" bloggers: the less the number of subscribers for a particular person, the more it looks like an ordinary buyer, ready for so to share with the impressions from the purchase.
How to Become a Content Creator?
So you've decided to become one of them an create content. Here are the things that might be useful to you. Creating high-quality content that will attract the attention of thousands is difficult. The challenge is not simple, but it is real. Let's start with the criteria for such content:

  • The content is well adapted for any browser and any device on which it will be read;
  • It is useful and interesting to your audience and written without errors.
  • It is strikingly different from all the rest of the existing content on this topic in volume and content;
  • Content provokes a strong emotional response. Admiration, laugh, interest, surprise. Emotions must be positive!
  • It solves the problem or answers the question, providing unique and comprehensive information. "How to do a perfect makeup?" "What shall I take on a trip to Morocco with me?"
  • The content is delivered in an unusual, unexpected and pleasant way.

The sphere is not important. The quality and the frequency of delivery are the things that matter.

No matter if you are in fashion, the food industry, photography or the production of children's products, try to collect as much news as possible on this subject in order to create your own professional review or digest. Be personal and remain an individuality: add a description for each subject or topic, plus your own estimate. It can be an article about the latest trends in wedding organization, or a selection of the most creative examples of editing.

What is a content creator? Someone who knows how to tell a juicy story in a juicy way. Marketers and brand managers should understand one important thing: people always need stories, they will always listen to stories, and will always create stories. Content creators are the most skillful storytellers that are why brands need them more than they need brands. Because content creators can add the story of a brand into the story of the personality naturally.
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