Why should brands work with creators right now? And what is there to eat in the most magical place in the world? The answers to these questions (and many more) are available once a month in the Stories+ Snack, the Kitchen Stories business questionnaire.
The classic answer is: visibility, attention, and reach. Many know this by now, but the secret ingredient is the community — i.e. followers — and their trust in influencers. The community follows a creator or influencer because they feel addressed and can identify themselves. The diversity of creators and influencers today results in niche communities that can get a brand to reach its target audience in a very personal and effective way. Ultimately, working with influencers is a way to increase a brand's visibility. Today, by working with creators, brands can take themselves to the next level by not only building a relationship with the general public, but also promoting identification with their brand and its values.
It is also very important to differentiate between creators and influencers: influencers are also creators, but creators are not necessarily influencers. This means that creators are also excellent for collaboration because they create creative content and can advise brands on this.
To address the dynamics between influencers and brands, you must first be aware of the dynamics between influencers and followers. There is a dynamic between the latter that is characterized by mutual sympathy, but also by trust. A creator knows exactly what makes his/her community tick and what content motivates followers to participate. In addition, the creator has put a lot of heart and soul into building his community. Brands shouldn't take this lightly... they can easily rely more on creators, offer them more creativity and give them more space in content design, as long as they comply with the “brand values.”
I think the search isn't just limited to positivity. Even the search for inspiration can no longer be limited to just product recommendations. Rather, it is moving towards values and “brand values.” The younger generation is looking for brands that represent certain values such as sustainability and therefore long for this identification — à la “You are what you eat, buy or consume...” I see this as a great opportunity for influencers, creators and brands, because they must be aware of their code of values and based on this, they can produce and place the right content even more authentically.
Finding the right creators to work with is the first of several steps towards reaching the right audience, developing ambassadors, and building a significant brand. In addition, a strong influencer relationship is a personal, interpersonal connection and that is exactly what makes it so strong and is reflected in the quality of the content. Maintaining these relationships with creators can be a challenge, because more than ever, brands should increasingly rely on these interpersonal relationships. This requires time, effort and, above all, a change of mindset. Because cooperation should no longer be purely business, but personal and therefore sustainable.
In the context of partnerships, I find it important to be open to all parties without exception and to understand the other side. Only with direct but also understanding conversations can we build good relationships with each other, maintain them and implement great partnerships together.
For me, the most magical place in the world is simply by the sea, especially on the Red Sea and the Mediterranean Sea. The best seafood is there.
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