Creators supercharge traditional media

Creator marketing campaigns need to be activated across a range of traditional channels to maximise their power, according to new research.

Breaking Traditions: The Power of Integrating Creators with Traditional Media is written by MediaCom in partnership with Influencer and GlobalWebIndex, which identifies the power of working with influencers across multiple channels and media points.

Savvy brands will be able to reach new audiences and improve effectiveness by taking digital talent to out-of-home, print, TV and more, it argues, because while 94% of Gen Z are active social users, the proportion decreases to 79% of Baby Boomers – a significant slice of the audience could miss a collaboration if it sits solely on social media.

When brands put trust and community building central to the campaign, cross channel messaging also means more consumers move through the purchase journey.

The findings are based on a custom research study run by GWI in the UK and US, alongside GWI’s existing consumer behaviour data, and identify how brands can work with creators to reach consumers not only while they’re scrolling through social media, but also when they’re shopping in-store, waiting at a bus stop, or listening to a podcast.

The best strategies integrate genuine creator storytelling within brand messaging, and further amplify creator content across a multitude of channels to achieve scale and impact.

Breaking Traditions highlights how brands need to rethink how they approach working with creators and stop trying to compare influencer marketing with traditional media formats. It finds that no matter where creator adverts are shown, consumers are very likely to engage with a brand after seeing an ad with a creator in it, maximising ROI.

Breaking Traditions: The Power of Integrating Creators with Traditional Media explores five key themes for brands looking to exploit this opportunity:

• The wide reach of creators
• Maximising creator potential outside of social media
• Driving consumer purchases
• What’s trust got to do with it?
• Celebrities vs Creators

Download the full report here.