It's all about being mutually respectful to each other... Well said Eugene! 👏🏻
I have been having this discussion with various people recently about the evolving nature of the industry and the relatively sensitive and previously unchartered waters of digital marketing, specifically in relation to the role of content creators and influencers. Now, these terms have been very loosely thrown about (a discussion for another day) and for purposes of this current discussion, I will just refer to this collective group of people as "creators". This discussion has also come about from my own personal observations from having worn both hats. An underlying assumption for this discussion is that when a brand decides to work with a creator, the brand does so with the view that it values the creator's content/creativity/personal branding and what they represent/social influence/statistical influence etc, in whatever way the brand has chosen to measure the above factors.
Now, in this social media age, where quick content is king, creators have become an additional marketing and branding tool for brands. They help to create content, model for shoots, position the brand in a certain way and also help to amplify content that the brand has put out. Where there previously stood traditional print media platforms, there now exists an entire community of people to tap into. Where brands might previously have to engage their own photographers, models etc for shoots, there now exists a community to help fill that gap. In short, creators are a handy community to employ to meet the mad pace of the content hungry digital generation.
While a lot of discussion has taken place about the high level of self-entitlement that some creators have (huh they want to charge us $xxx just to take a photo and post it up? Siao! Already giving them product they should be grateful), there has been a lack of realisation that brands have started to overlook the value of these creators, especially as the quality of content output by this community gets better as the digital era grows. Firstly, as a brand, if you have chosen to work with a creator, that means you place some value on what they can offer you in return. Secondly, offering to GIFT someone your product is perfectly fine if you don't EXPECT a certain return from them. Of course, a brand can always negotiate a barter with the creator. But it seems that a lot of brands take the "gift product instead of financial remuneration" route as the norm and balk at the idea of paying a fair sum for fair work in return to creators. I think the bottom line is to have mutual respect between brands and creators. Creators should be clear and honest as to what they can offer and brands should also respect the value that creators bring.
As we move deeper into the digital age, I hope to see the eventual emergence of an industry set of guidelines so that brands, agencies and content creators can work together fairly and happily.
To clarify, this is not a rant at anyone :) Like I mentioned earlier it's merely an observation and my own thoughts from having sat on both sides. Would love to hear anyone's thoughts on this!
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