For some brands, the tactic of working with “influencers” may have morphed into “creator” partnerships – but, still, too many are viewing the relationship mechanistically.
That’s the view of Aaron Miller, head of influencer and activations at MediaHub Worldwide.
In this video interview with Beet.TV, he said the best collaborations arise when brands genuinely respect creators’ voices and perspectives, co-creating content instead of dictating it.
Creators can aid brand relevance
In 2023, Goldman Sachs forecast the creator economy could approach half-a-trillion dollars by 2027.
Consumers today are not naive about paid sponsorships, said Miller. They recognize branded content and can tell if it’s inauthentic.
So Miller thinks creators need space to retain their genuine voice. Too often, in practice, they sometimes revert to treating them as mere marketing tools.
Miller suggests brands approach creators with the same authenticity seen in unscripted endorsements. This approach fosters genuine engagement and helps build long-term brand relevance.
YouTube presents a stage for cultural moments
Miller views YouTube as a stage where creators set the tone for cultural moments. Brands should support and enhance these moments, not hijack them, he said.
“YouTube is not just a platform; it’s a stage for creators to set the tone of cultural moments,” Miller said. Brands should identify creators aligned with their brand, invest in long-term relationships, and leverage YouTube’s storytelling power.
Instead of focusing on short pre-roll ads, brands should consider formats like behind-the-scenes content or branded mini-series, Miller told Beet.TV. The goal is to add value to the viewer’s experience, engaging in the comment section and fostering interactivity.
