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Brands & Content Creators

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A Flipbook about how Brands and Content Creators are now working together to build a better relationship with consumers.

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Brands & Content Creators

  1. 1. Brands & Content Creators McKenzie Thomson ("Business identity. Blank stationery set on wood background · Free Stock Photo", 2017)
  2. 2. ("Free stock photo of business, computer, desk", 2017) Thesis The establishment of content creators has allowed brands to better access and communicate with their consumers through the use of sponsored posts and product collaborations.
  3. 3. Brands are always trying to find better ways to communicate and build relationships with their consumers. (Works, 2017)
  4. 4. Advertising is CONTENT("Free stock photo of forest, girl, hair", 2017)
  5. 5. In simple terms, this is the way brands are able to create content for their consumers that is targeted to their wants and needs. ("Free stock photo of apple, computer, cup", 2017) Matrix, S. (2017). Module 02 Lecture 01: Promotional Media, Analyzing Adverts [Powerpoint slides]. Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/867276/View
  6. 6. In order to further this development that ‘advertising is content’, brands are now using ‘celebrity’ endorsements to communicate and entice purchase.   Matrix, S. (2017). Module 02 Lecture 01: Promotional Media, Analyzing Adverts [Powerpoint slides]. Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/867276/View ("Services", 2017)
  7. 7. The use of content creators or social influencers is another form of ‘celebrity’ endorsements in that the end consumers trust and value the opinion of these influencers and want to use their products   ("Image: Mujer tomando foto con iphone - Piktochart Infographics", 2017) Matrix, S. (2017). Module 02 Lecture 01: Promotional Media, Analyzing Adverts [Powerpoint slides]. Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/867276/View
  8. 8. It is now thought that brands “are more interested in working with social influencers like YouTubers over traditional celebrities”  ("Free stock photos of video camera · Pexels", 2017) ("Brands would rather work with YouTubers over traditional celebrity ambassadors, says study", 2017)
  9. 9. For a new brand launching or a brand launching a new product, the use of social influencers could be game changing. ("Free Image on Pixabay - Photographer, Photo, City, Street", 2017)
  10. 10. Brands could avoid the ‘long tail effect’ and therefore the discoverability dilemma and be able to target a new audience otherwise unreachable. ("Free stock photo of advice, advise, advisor", 2017) Matrix, S. (2017). Module 01 Lecture 01: Media Convergence: Choice Abundance[Powerpoint slides]. Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/849732/View
  11. 11. THE POWER OF BEING DISCOVERABLE TO CONSUMERS IS INVALUABLE TO BRANDS IN AN EVER COMPETITIVE MARKET.  Matrix, S. (2017). Module 01 Lecture 01: Media Convergence: Choice Abundance[Powerpoint slides]. Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/849732/View ("Free stock photo of earphones, headphones, listen", 2017)
  12. 12. Based on the power the new ‘connected consumer’ has, there is also new higher expectations which creates a ‘control revolution’ for brands. ("Free photo Photography Digital Camera Lens Equipment Film - Max Pixel", 2017) Matrix, S. (2017). Module 01 Lecture 01: Media Convergence: Choice Abundance[Powerpoint slides]. Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/849732/View
  13. 13. Brands want to control every aspect that the consumer is being exposed to and through the use of social influencers this can be achieved. Matrix, S. (2017). Module 01 Lecture 01: Media Convergence: Choice Abundance[Powerpoint slides]. Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/849732/View ("Free stock photo of adult, background, beach", 2017)
  14. 14. ONE OF THE MORE POPULAR FORMS OF SOCIAL INFLUENCERS ARE YOUTUBERS. ("File:YouTube-social-icon2.jpg - Wikimedia Commons", 2017)
  15. 15. YouTubers will create a video that may be sponsored by a brand and will conduct a product review or speak about the product and the brand collaboration. ("Grayscale Photo of Computer Laptop Near White Notebook and Ceramic Mug on Table · Free Stock Photo", 2017)("File:YouTube-social-icon2.jpg - Wikimedia Commons", 2017)
  16. 16. VIEWERS THAT WATCH THIS YOUTUBERS VIDEOS WILL THEN SEE THE PRODUCT, HEAR THE REVIEW AND IDEALLY PURCHASE THE PRODUCT OR SERVICE.  ("Free stock photo of app, apple, hand", 2017)
  17. 17. F O R A N E X I S T I N G B R A N D T H A T I S L O O K I N G T O R E V A M P T H E I R C U R R E N T I M A G E O R A S S O C I A T I O N S C O N S U M E R S H A V E T H E Y C A N U S E S O C I A L I N F L U E N C E R S T O S T A Y T O P O F M I N D .   ("Free stock photo of art, artist, calligraphy", 2017)
  18. 18. ("Black Coffee Filled in White Ceramic Mug on Orange Plate · Free Stock Photo", 2017) For an existing brand that is looking to revamp their current image or associations consumers have they can use social influencers to stay top of mind. Matrix, S. (2017). Module 02 Lecture 02: Public Relations [Powerpoint slides]. Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/874618/View
  19. 19. “Expressions are more valuable than impressions.” ("Business identity. Blank stationery set on wood background · Free Stock Photo", 2017) Matrix, S. (2017). Module 02 Lecture 02: Public Relations [Powerpoint slides]. Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/874618/View
  20. 20. Popular YouTuber & Filmmaker Casey Neistat said it’s “not me endorsing a product as much as it is me sharing my perspective on it”. ("Free stock photo of above, abstract, aerial", 2017)(Gianatasio & Gianatasio, 2017)
  21. 21. By having consumers see that someone they trust likes the product the brand is already top of mind for consumers. ("Free stock photo of 18, apple, black-and-white", 2017)
  22. 22. ("Macbook Pro · Free Stock Photo", 2017)("Free stock photo of above, abstract, aerial", 2017) ("Google acquires FameBit to help YouTubers cozy up to brands", 2017) To continue growing this market Google bought FameBit so that YouTubers and brands can be more easily connected in order to create sponsored content.
  23. 23. In the future the way brands collaborate with social influencers will only grow in pursuit of better relationships with the end consumer. ("Free stock photo of blogging, business, coding", 2017)
  24. 24. The use of Social Influencers such as YouTubers are an invaluable way for brands to connect with consumers. ("Macbook Beside Coffee Cup on Beige Woven Tray · Free Stock Photo", 2017)
  25. 25. References Black Coffee Filled in White Ceramic Mug on Orange Plate · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/black- coffee-filled-in-white-ceramic-mug-on-orange-plate-89786/ Brands would rather work with YouTubers over traditional celebrity ambassadors, says study. (2017). The Drum. Retrieved 5 March 2017, from http://www.thedrum.com/news/2016/06/13/brands-would-rather-work-youtubers-over-traditional-celebrity-ambassadors-says-study Business identity. Blank stationery set on wood background · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/business-identity-blank-stationery-set-on-wood-background-6372/ File:YouTube-social-icon2.jpg - Wikimedia Commons. (2017). Commons.wikimedia.org. Retrieved 5 March 2017, from https://commons.wikimedia.org/wiki/File:YouTube-social-icon2.jpg Free Image on Pixabay - Photographer, Photo, City, Street. (2017). Pixabay.com. Retrieved 5 March 2017, from https://pixabay.com/en/photographer-photo-city-street-1805317/ Free photo Photography Digital Camera Lens Equipment Film - Max Pixel. (2017). Maxpixel.freegreatpicture.com. Retrieved 5 March 2017, from http://maxpixel.freegreatpicture.com/Photography- Digital-Camera-Lens-Equipment-Film-690163 Free stock photo of above, abstract, aerial. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/above-abstract-aerial-bird-s-eye-view-315590/ Free stock photo of adult, background, beach. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/adult-background-beach-blue-296282/ Free stock photo of advice, advise, advisor. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/people-office-team-collaboration-7075/ Free stock photo of app, apple, hand. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/mokup-smartphone-technology-phone-34407/ Free stock photo of apple, computer, cup. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/macbook-pro-iphone-cup-desk-7974/ Free stock photo of art, artist, calligraphy. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/fashion-art-coffee-macbook-pro-57690/ Free stock photo of business, computer, desk. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/sunglasses-hand-smartphone-desk-6488/ Free stock photo of earphones, headphones, listen. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/music-sound-smartphone-person-7424/ Free stock photo of forest, girl, hair. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/girl-nature-stripes-health-25293/ Free stock photos of video camera · Pexels. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/search/video%20camera/ Grayscale Photo of Computer Laptop Near White Notebook and Ceramic Mug on Table · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/grayscale-photo-of-computer-laptop-near-white-notebook-and-ceramic-mug-on-table- 169573/ Image: Mujer tomando foto con iphone - Piktochart Infographics. (2017). Google.com. Retrieved 5 March 2017, from https://www.google.com/imgres? imgurl=https://piktochart.com/wp-content/uploads/2016/07/Selfie-desde-un-iphone.jpeg&imgrefurl=https://piktochart.com/es/blog/evolucion-de-narracion-visual/mujer- tomando-foto-con- iphone/&h=2586&w=3970&tbnid=pHsT7E2jsMlL_M&tbnh=181&tbnw=278&usg=__l7cc_dQFZ6_66JUI7TyeGcYT3RE=&hl=en&docid=Q8D0rCipS8_VCM#h=2586&imgrc =pHsT7E2jsMlL_M:&tbnh=181&tbnw=278&w=3970 Services. (2017). Rob Forbes. Retrieved 5 March 2017, from https://www.movingcanvasmedia.com/services.html Works, H. (2017). Why workplace culture needs systems thinking. Happiness Works | Why workplace culture needs systems thinking. Retrieved 5 March 2017, from https://happinessworks.com/insights/2017/01/24/why-workplace-culture-needs-systems-thinking/ Free stock photo of 18, apple, black-and-white. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/black-and-white-apple-desk-macbook-pro-680/ Free stock photo of blogging, business, coding. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/iphone-notebook-pen-working-34580/ Gianatasio, D. & Gianatasio, D. (2017). 10 Viral Content Creators Who Electrify Fans by the Millions. Adweek.com. Retrieved 5 March 2017, from http://www.adweek.com/digital/10-viral-content-creators-who-electrify-fans- millions-165991/ Google acquires FameBit to help YouTubers cozy up to brands. (2017). The Verge. Retrieved 5 March 2017, from http://www.theverge.com/2016/10/11/13246710/youtube-famebit-branded-content-product-promotion Macbook Beside Coffee Cup on Beige Woven Tray · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/macbook-beside-coffee-cup-on-beige-woven-tray-53904/ Macbook Pro · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/macbook-pro-94654/

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