Reach

Carry the message of your brand to new and exciting audiences

Rise

Heighten your brand’s standing and recognition among key targets

Rev 

Throttle up your ability to forge deep connections with customers

More >

More >

More >

Consider Pros and Cons of Working with Independent News-Focused Creators

Independent news-focused creators represent a growing force in today’s media world. As such, they must be kept on the radar of brand marketers. Independent news-focused creators can be a complement to traditional media, broadening your audience reach and deepening your connection to customers and prospects. But before approaching them, fully grasp the pros and cons of leveraging these potentially rich alliances.

Phone:
708-246-4211

GAIN ACCESS TO CREATORS’ NICHE EXPERTISE AND MUCH MORE

Many benefits are available to brands that choose to work with independent news-focused creators along with trusted traditional media partners. For instance, brands can reach fresh audiences, boost brand stature and awareness and reap access to crucial capital. As well, they may profit from the trust, authenticity and more direct rapport independent creators build with audiences. Brands may gain speed and flexibility from working with independent creators, and may also benefit through creators’ tendency to promote products in distinctive, innovative and uniquely memorable ways.

We zoom in on the upsides and the challenges of working with independent news-creators, recognizing the benefits of partnerships don’t come without costs.

Last year, Gallup reported this country’s trust in the traditional media of newspapers, television and radio has plunged to a new low, with only 31% indicating a “great deal” or “fair amount” of confidence in the media’s reporting of news.

Read “The New Faces of News” by Kirsty Cameron, Rachael Collins, Georgina Malloy and Olivia Oran for Brunswich Review.

When searching for suitable creators, marketers must be on their guard against fraudulent influencers who exaggerate numbers of followers and inflate their engagement rates..

Email or call us at 708-246-4211 to learn the pros, cons and other factors that must be considered by marketers before aligning their brands with independent creators.

BEWARE DOWNSIDES OF WORKING WITH INDEPENDENT CREATORS

Before teaming with news-creators, consider the risks brands face through these alliances. Marketers must be patient with the potentially lengthy process of nurturing relationships with these creators. They also must take the time to ascertain whether creators’ values are in harmony with their own. They should be cognizant of any existing or potential biases of creators. And finally, messaging consistency may be a casualty of brands’ lack of control over creators’ content and platforms.

We’ve looked at the upsides and downsides of doing business with independent creators. Now let’s examine obstacles to overcome in sustaining this opportunity.

• Gauging performance. Inability of brands to measure the return on investment in working with independent creators could limit the trend’s future growth. Brands may find it hard to monitor conversions, especially in more informal alliances with creators.
• Finding creators. Many brands are recognizing the difficulty of locating appropriate creators with whom to team. The enormity of the continually growing creator economy means marketers must invest time, effort and capital in tracking down fitting creators.
• Handling platforms. Two aspects of today’s platforms challenge brands’ ability to gain success when engaging news-creators. Since changes to algorithms and digital channel fragmentation reduce the odds of realizing long-term and consistent success across several channels, it’s imperative to regularly evaluate creators’ effectiveness with their audiences.