5 “Musts” for a Creator-Led Social Strategy

Hot off the heels of this year’s AdWeek Social Media Week, aptly themed “Creatorverse,” it’s clear that an influencer or creator-led approach is now a non-negotiable part of a brand’s overall social strategy.

Furthermore, the tectonic shift in platform usage post-pandemic has changed the game when it comes to best practices in incorporating that creator content into a paid social plan. To bring the audience most effectively along the journey from awareness to conversion, creators’ content should be included at every touchpoint. Bonus points if the creators are also featured as a recurring, ambassador-style engagement versus a one-off moment in time.

Why now?

The following platforms have experienced the greatest growth since the pandemic. What do they have in common? They have all optimized their offerings for creators by offering more production tools and ways to monetize content, and by prioritizing creator content within their algorithms.

• TikTok – Here, creators rule. Audiences swipe past brand-centric content. Brands must leverage a creator-first approach to be relevant.

• Reddit – While this platform functions differently than the others, and advertising capabilities are still somewhat limited, its user-driven approach is appealing in a landscape that favors a real perspective.

• Pinterest – This channel is now expanding its primarily retail-driven advertising offerings to pharma brands.

• LinkedIn – Long seen as strictly a professional networking site, LinkedIn has evolved into a true social feed optimized for anyone to become a creator.

• Instagram – TikTok-inspired Reels now dominate a platform that once favored still imagery.

• YouTube Shorts – These offer an opportunity to test new types of short-form video content that educate and entertain in a highly discoverable way.

Additionally, TikTok has up-ended the macro-mid-tier-micro influencer “pyramid.” Its algorithm is built on a content graph, where an individual’s feed is recommended to them based on their engagement with other similar content. This is in contrast to a social graph such as Meta’s, where content is recommended based on the individual’s friend and follower relationships. Therefore, creator strategies that prioritize content relevance and resonance versus reach or followership – and are amplified with targeted paid – have the greatest chance for success in driving business results.

What does this mean?

1. Consider creators a “must.”

Brands must adjust their social strategy to be influencer – not brand – led. In a blue-sky scenario, brands negotiate an ongoing engagement that includes consistent posts from familiar faces and voices over time.

2. Let authenticity lead.

Brands must be willing to cede some level of control to the influencer for campaigns to succeed. Before developing any program, it is critical to determine and develop that comfort level among all key internal stakeholders.

3. Prioritize relevance over reach.

Gone are the days of seeking the creators with the most followers. Don’t shy away from newcomers – they may serve as a brand’s best storytellers.

4. Integrate early on.

Creator content must be incorporated into the overall business strategy. Their contracts must be negotiated to align with the media plan so their content can be amplified at scale.

5. Make room to test and learn.

Throw spaghetti at the wall! Try something new! Diversify the brand’s channel approach! With the landscape on social media rapidly and dynamically changing each day, an agile approach is key.

If you are interested in learning more about social media and influencer opportunities, please email ahagert@realchemistry.com or sshiffman@realchemistry.com to set up a time to discuss with our social or Culture & Influence team.

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