Co-creation: recipe for connecting brands and influencers
Posted: Tue Jan 21, 2025 3:29 am
The role of the influencer within the campaign is the main difference between influencer marketing and traditional advertising campaigns, where advertisers and agencies have more power over the final result. And it is because of this characteristic of the segment that experts point out that co-creation is essential to achieve the best results.
However, whether in campaigns involving new talent or more established profiles, letting the influencer participate in the creative part or defining the direction of an action considering their followers still generates fears in the market.
“Nowadays, any brand or agency that gives up on co-creation is losing one of its greatest assets. No one understands a content creator’s audience better than the creator himself,” says João Pedro Paes Leme, CEO and founding partner of Play9, noting that one of the challenges in the segment is faced by more traditional brands, who are still wary of sharing the creation of a campaign. “But I believe that, nowadays, most brands and agencies are already convinced of the benefits of taking this risk,” he says.
The attention that the market has given to influencer luxembourg whatsapp data marketing shows that this fear has been decreasing. A survey by Influencer Marketing Hub indicates that 80% of professionals plan to direct part of their budgets to the area throughout this year.
Knowing the other side
In the opinion of influencer marketing professionals, the fact that content creators know their followers is the main point for pointing to co-creation as the basis for carrying out campaigns on social networks.
“In addition to being assertive when choosing influencers, it is necessary to respect the language of each creator and the platform that is being activated. Co-creation generates real connections with the audience, conveying the message in an original way and generating identification, which increases interactions and engagement”, comments Guilherme Oliveira, co-founder and CEO of Mudah.
The executive also points out that the content creator's own experiences make all the difference to the outcome of the campaign. “Their experiences as a consumer and their knowledge of the audience are extremely valuable for creating authentic content that, in addition to conveying the campaign's message, will entertain and engage the user, generating powerful interactions about the product and the brand,” says Oliveira.
This factor is also supported by the CEO and founder of Mynd, Fátima Pissara. “Brands need to understand that there is no one who knows their audience better than the influencer themselves. Therefore, they will be the best person to tell them what works and what doesn’t on their social networks,” she says.
However, whether in campaigns involving new talent or more established profiles, letting the influencer participate in the creative part or defining the direction of an action considering their followers still generates fears in the market.
“Nowadays, any brand or agency that gives up on co-creation is losing one of its greatest assets. No one understands a content creator’s audience better than the creator himself,” says João Pedro Paes Leme, CEO and founding partner of Play9, noting that one of the challenges in the segment is faced by more traditional brands, who are still wary of sharing the creation of a campaign. “But I believe that, nowadays, most brands and agencies are already convinced of the benefits of taking this risk,” he says.
The attention that the market has given to influencer luxembourg whatsapp data marketing shows that this fear has been decreasing. A survey by Influencer Marketing Hub indicates that 80% of professionals plan to direct part of their budgets to the area throughout this year.
Knowing the other side
In the opinion of influencer marketing professionals, the fact that content creators know their followers is the main point for pointing to co-creation as the basis for carrying out campaigns on social networks.
“In addition to being assertive when choosing influencers, it is necessary to respect the language of each creator and the platform that is being activated. Co-creation generates real connections with the audience, conveying the message in an original way and generating identification, which increases interactions and engagement”, comments Guilherme Oliveira, co-founder and CEO of Mudah.
The executive also points out that the content creator's own experiences make all the difference to the outcome of the campaign. “Their experiences as a consumer and their knowledge of the audience are extremely valuable for creating authentic content that, in addition to conveying the campaign's message, will entertain and engage the user, generating powerful interactions about the product and the brand,” says Oliveira.
This factor is also supported by the CEO and founder of Mynd, Fátima Pissara. “Brands need to understand that there is no one who knows their audience better than the influencer themselves. Therefore, they will be the best person to tell them what works and what doesn’t on their social networks,” she says.