Brands should focus on content creativity if they want to increase their sales, according to new research from Yahoo.
A study into the attitudes of Tumblr users towards brand content has revealed that more than two thirds (68%) of daily users in the UK and Germany are more likely to buy from brands that share content they like on social media.
Key stats are:
• 68% of daily users are more likely to buy from brands that share content they like on social media.
• 74% say that brands often come up with the most entertaining content
• 70% said that the source of content doesn’t matter, as long as it provides value and is something they want to read or watch
The findings show that the digital generation enjoy and appreciate brand content, with almost three quarters of respondents (74%) agreeing that brands can sometimes come up with the most entertaining content. A further 70% said that the source of content doesn’t matter, as long as it provides value and is something they want to read or watch.
The research showed that good online content can in fact be a gateway to better engagement at multiple levels:
• Opinion forming – 73% agree that content helps them to form an opinion of the brand
• Friendship building – 74% agree that brands which create content they like can become like friends on social media
• Brand loyalty – 73% agree they’re more likely to be loyal to a brand with a strong personality in its content
The key to creating and sharing this content lies in collaborating with the creative community, as three in four daily Tumblr users feel closer to a brand when it uses influencers to reach them. Whether graphic designers, photographers, writers, videographers, or other content innovators, these influencers have online audiences who share their passions and tastes.
The good news is that these creatives are ready to be engaged by brands, as 76% are open to entering into a commercial partnership with a brand. What’s more, two thirds consider themselves influential, with 70% specifically using social networks to provide advice. Brands can benefit from these influencers’ reach, but also the established voice and authenticity they have within their communities.
Michael Pennington, EMEA Director for Tumblr, said: “Some of the greatest content comes from brands collaborating with creatives and we’re incredibly proud that Tumblr is home to such a huge community of people who are passionate about what they do.”
“We’ve reached a point where brands are becoming like people and individuals are becoming brands. This means that content collaborations have to be truly symbiotic partnerships, and the right fit for both parties. When this happens, and brands open up their creative assets while creatives bring their unique voice to them, that’s when we see the most fantastic content.”
To help brands collaborate better with content creators, Yahoo has developed five guiding principles to consider when working together:
1. Understand that consumers love brands – two thirds of daily Tumblr users like brands that respond and engage with them personally on social media. They’re already open to brand engagement, so working to create the most engaging and creative content you can is a winning strategy from the outset.
2. Choose the right partner – not every content creator will be right for you. Before working together, make sure you research any creator’s previous work, voice, and visual aesthetic to ensure they fit with your brand. Remember, both advertisers and influencers should benefit: Advertisers should help influencers to develop their brand and grow their audience, while influencers should help brands to create and promote impactful content. A symbiotic relationship.
3. Make it a two-way relationship – there’s a balance to be struck in any relationship. When it comes to brands and creators, communication should be regular and in both directions. Be transparent with your creators and work with them, not above them.
4. Embrace mutual creativity – you must make sure that creators have creative freedom. Yes, they are creating content for your brand, but in order for it to resonate with their audience, it needs to be right for them too. You want them to create their own content with your brand in mind, rather than heavily branded content that doesn’t fit their usual style. Trust that they know their audience and what will work for them.
5. Remember this is business – while creators will choose brands they want to work with, and believe in, this is still a business relationship. Offer meaningful perks, such as brand tools and resources to help elevate their content, and remember that ‘exposure’ is not a valid method of payment.