When people talk about video, content creators, or professionals who specialize in creating video content for major social media platforms, from Instagram to TikTok, immediately come to mind.
Who are and what do video content creators do?
To understand the importance of creators in video creation, we must first understand who they are and what they are about.
Generally speaking, a creator is a professional figure who creates engaging content for the target audience of companies and brands (and, if they specialize in video production, they are referred to as video content creators).
In this article, in particular, we will focus on videos, that is, those dedicated to publication on the main social media platforms, but the creator can also devise different content such as photographs, graphics, illustrations or a mix of all these elements. However, its main purpose is to produce content capable of striking and entertaining the audience.
To do this work, you need:
- Adequate knowledge of the marketing world, the latest social media news and trends
- Skills in communication, copywriting and storytelling to capture users’ attention
- Video editing and web graphics skills
- Creativity
- Constant monitoring of the target audience (to understand what they want)
A content creator needs to know his or her target audience well. To better understand what this is all about, you can read this insight: How to reach your target audience online
The importance of creators in making original digital videos
According to the Global Digital Report, there are 5.04 billion active profiles on social media, a figure that exceeds 62 percent of the world’s population. But what do people do on these platforms? According to the document, 38.5 percent of respondents use them to “fill their free time” by searching for fun and entertaining content and then talk about it with friends and family.
That is why it is increasingly important to incorporate video into one’s marketing strategy. But-as we shall see-videos are not all the same, nor are they able to strike the audience’s attention in the same way. So what can companies that want to grow in the digital world do? Ideally, they should invest in the creation of original content by relying on a content creator.
People, in fact, increasingly trust these professionals. According to the study “First-of-Its-Kind Research Report on the Creator Economy Advertising Opportunity” conducted by theInteractive Advertising Bureau (IAB), content made by creators plays an important role in consumers’ lives and their habits with media, stimulating their action. The paper, in particular, highlights that “after watching a video, consumers are significantly more likely to search for additional content on the topic and interact by liking or commenting on it.”
Also growing, then, are the numbers regarding the enjoyment of videos made by creators: 39% of users watch them. A figure that also affects purchase decisions and relationships with brands.
But why do content creators appeal so much? In addition to their strong creativity, these professionals manage to make videos that are interesting and engaging to people. In addition, they are increasingly exposed to audiences who recognize them and follow them with curiosity. Creators attend important meetings, are interviewed on TV, and their recognizability increases at a glance, establishing a trusting relationship with people. This is why brands and large companies are increasingly investing in this direction by asking, for example, creators to create videos to be posted on social media or used for unique and original Google Ads campaigns.
Content creator or influencer?
Learn the differences and how to partner with influencers to promote your brand
Creators and videos: what content to publish on each platform?
Before devising and creating a video for a brand, the creator must have a complete picture of the target audience and the goals to be achieved.
He or she will have to use his or her knowledge, analyze the market and trends, as well as experiment to produce content that, depending on the objectives, can be commercial, informative, engaging, educational, designed to “capture” new leads or consolidate the community. These products should then be adapted to the relevant channel (Instagram, YouTube, TikTok, Facebook) and rethought to intercept the audience of the individual platform.
But what content works best? The ideal is to create relevant and authentic videos that tell a good story. Valuing the quality of audio and video is also important, but the content that people like best is aesthetically imperfect, easy to identify, and able to appeal to emotions or values.
In addition to social media
The content creator can also make interesting content for publication on the website. How? By thinking of interesting videos to tell the story of the brand, its values and services offered with personalized and creative content.
Video for Google advertising
Another way to involve content creators in one’s marketing strategy is to commission them for video advertising on digital, such as Google Ads(also useful for small businesses).
A strategy that can prove to be successful due to the growing credibility these professionals enjoy. According to research published by the Interactive Advertising Bureau, which we cited earlier, advertisers who have already invested in this field “have experienced an increase in the credibility and impact of their initiatives.”
That is why to date “almost half of advertisers have already allocated their budgets to content marketing associated with creators, and 44% of advertisers plan to increase their investments by 25% in 2024“
Do content creators’ videos affect the purchase funnel?
As we have seen, content creators’ videos affect a company’s brand awareness, but also consumers’ choices. But how do they affect the purchase funnel?
According to research by theInteractive Advertising Bureau, they do this right from the start. In fact, people learn about trends and new products by watching content creators’ content. Videos are useful for directing consumer action, helping companies attract new leads, converting a lead into a sale, and building loyalty among target audiences. This is a trend that will certainly continue throughout 2024 and evolve more and more.
This is why it is a good idea to start planning or changing your digital strategy by increasingly engaging and collaborating with professional figures who specialize in creating relevant and engaging videos.
Do you want to learn more? At Isola we can help you grow!
Find out how: discover now our video production and consulting service!
