In this episode of The Six Sells Podcast, Julie Chadwick, MD of Dentsu Influence, talked to Mike Nicholson at Six Sells about the creator economy and influencer marketing.
Here are some of the topics we discussed:
People Command More Attention Than Brands:
The Dentsu/Lumen study confirmed that content from individuals/creators, who are essentially familiar people , attracts and holds attention more effectively than standard branded content.
Familiarity Drives Deeper Engagement:
The biggest attention is generated by people that the audience trusts and are familiar with. For instance, product-centric creators (reviewers) are considered "incredible at holding attention and driving consideration" because of this trust.
Storytelling Maximises Attention:
Long-form storytellers using personality-based content, often highly familiar to their audience, "absolutely smashes everything out of the park" in terms of the high levels of attention they command.
Authenticity is Non-Negotiable:
The brand's presence must be authentic and seamlessly integrated to be effective, as simply adding a logo "doesn't work" because it immediately looks like an ad and is ignored.
Strategic Purpose is Key:
Brands must define a "very specific tactic" or job for the influencer content, rather than working with creators simply to fill a media plan.
About Six Sells:
Six Sells is a B2B executive communications agency for leaders working in the media and advertising industry.
We help you get closer to your ideal clients, more often, through ghostwriting thought-leadership content for your executives., and boosting that content directly into the right newsfeeds.
www.sixsells.co.uk
