Pearpop reposted this
Founder, Creator Vision: we help brands maximize their creator marketing investments: Chief Growth Officer/ Forbes 50 Entrepreneurial CMO/ PROUD AdCouncil Board Member/Campaign 40 over 40
LOST IN TRANSLATION: Brands and creators have been collaborating for years but we still have a lot to learn - from each other. Basic communication is still a challenge - 85% of creators NEVER hear FEEDBACK from brands. (Ask any creator to verify this is true) so despite, AI, bigger budgets and massive audiences, we don’t speak the same language. Say HELLO to the Creator Rosetta Stone, a “hot off the press” research study from Creator Vision + The Harris Poll featuring insights and data from Pearpop’s verified creators. DATA HIGHLIGHTS: 89% say they have audience insights that brands fail to access 79% believe brands are losing sales because the content and checkout experience are inconsistent DIVERSITY IS NOT A LABEL: 82% their communities want to see themselves reflected in brands campaigns; and if brands do not use diversity consistently, it feels less trustworthy. Check out the full research study here 👇👇👇 https://lnkd.in/gnhtcjU8 Can’t wait to share more next week at the Cannes Lions International Festival of Creativity #research #creatoreconomy
Lauren Simpson
1mo
Knowledge sharing is so key, and it is a two-way street. Brands should share feedback with creators and vice versa. There are so many impactful insights to be gleaned and implemented. During my agency days, I instituted a feedback survey with influencers at the end of campaigns, and most influencers commented on how refreshing it was that we were even asking!
So true!! There's a lack of communication, even around brand goals. If the brand never tells its creators what it's hoping to achieve with a campaign, how can the creator create content to help deliver that? It's such a miss, and HUGE reason why brands, creators (and the agencies in between) all need to speak the same language.
Communication is more crucial than ever today: Brands now understand that creators are essential to their strategies, but creators know their monetization options are growing beyond sponsorships. Without a common language, their goals can seem mismatched, when in reality, both ultimately want the creator economy to thrive.
Kim Larson
4w
Thanks for calling this out Jamie. I hear this from creators all day long - they all want the feedback and rarely get it.
Geoffrey Colon
1mo
Visionary, groundbreaking and essential.
Michelle Goad
1mo
Wow.
Steph Money
1mo
Love this! This is why I feel so strongly that vanity metrics are not enough to measure the success of creators. Success can be defined in so many ways!
Douglas Pinsky
1mo
This is pretty cool. Thanks for sharing! Definitely an ongoing battle as brands and creators try to identify a common language.
YouTube Strategist and Security focused Tech YouTuber (over 1m subs)
4wFeedback is the biggest gap: Creators are too scared to ask if the brand is satisfied, and Brands write up all the stats in the internal report and move to the next one. As Creators, we need to close this gap to improve our content and deliverables but we can only do that when Brands see us as partners and not just a transaction that hits or misses. The best wins I have had with brands are the ones when we had a conversation where they wanted us to share our experiences. What works on one channel with one audience, doesn't mean it would work on another. This is far better than "send us your rate card" email...