Influencer marketing is only good for reaching Gen Z: 7 myths about content creation

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We are in the age of social media . User-generated content has become the norm, and digital platforms have revolutionized entertainment consumption models. While influencer marketing has become a widespread practice in the industry, and it demonstrates its ability to successfully reach audiences, there is still a certain mysticism surrounding the world of content creation .

As AdWeek points out , the “creator economy” is experiencing continued and accelerated growth, affecting the way products and services are created, promoted and consumed. But the myths surrounding content creation mean that many advertisers fail to take full advantage of its potential.

Through interviews with marketing professionals, content creators, agency executives, and more, the media outlet highlights seven content creation myths worth debunking.

Influencer Marketing Myths Marketers Need to Abandon1. Content creators are the malaysia number screening new brand ambassadors
It is true that influencer marketing produces immense benefits for the advertising world, both for advertisers and for the platforms themselves, but this success tends to distort the role that content creators have within communication strategies.

As AdWeek points out , content creators are not necessarily brand “ambassadors,” but rather representatives of the brand. In the words of content creator Bryan Reisberg for the English-speaking outlet: “Creators are not there to repeat your mission, vision, and values”:

In this sense, assuming that content creators will be spokespersons for the brand's values ​​can lead to misunderstandings between both parties. Reisberg points out that if the brand has researched the influencer with whom it chooses to collaborate, it will know the values ​​that they transmit to their audience, and therefore whether they are aligned with the advertiser's objectives.

2. Creators can help the brand achieve more than one performance goal simultaneously
Nowadays, brands dedicate a good part of their marketing budgets to campaigns with content creators , and over the years the expectations of performance and ROI of these have grown exponentially, given the success of the content creation model to capture the audience's attention.

But companies are looking to achieve more than one performance objective simultaneously, meaning they want to result in conversions, clicks, app downloads, and more. But you can't achieve everything at once . Also, the choice of influencers will largely depend on being clear about what brands want to achieve.

If advertisers' goal is to achieve greater brand awareness, they should opt for content creators with a wide following, since they will reach a larger audience thanks to these creators. However, if the goal is to develop content that improves the credibility of the brand in the market, having content creators with fewer followers could be a better option.

In the words of Justin Moore , founder of Creator Wizard, for AdWeek : “The way you create and produce that content is going to be completely different, depending on the objective of the brand.”

3. Content creators want complete creative freedom
While it is true that content creators know their audience best, brands do not lose full control of their messages when they decide to collaborate with influencers.

It is true that brands' actions must leave enough room for creators to be able to act creatively, but this is a collaborative process, where both parties look for ways to deliver the message in a way that is authentic and efficient.

4. Rules don't apply in the world of content creation
When talking about campaigns with influencers, the “viral” capacity of the actions becomes the final goal. But, on the contrary, advertisers should aim for constant work with content creators , instead of thinking only about the final success of the campaigns.

If, on the other hand, marketers focus on getting to know content creators and understanding their audiences, the success of their actions is assured, as they will be able to adapt messages to their needs and concerns, which will translate into successful strategies. Moreover, applying this strategy will help advertisers to quickly join trends, as their audience is already secured.

5. Influencer posts are the best way to promote new products
Consumers are hit by hundreds of new product impacts across all channels, so they are not usually on the lookout for new products when consuming influencer content.

As AdWeek points out , when a content creator promotes a new product, this action can be perceived as less authentic. Because it is a new release, followers feel that they have not had the opportunity to test the product thoroughly , and as a result, they would not have a genuine opinion of it.

6. Influencer marketing only serves to reach the youngest
Members of Generation Z or millennials are not the only ones consuming influencer content . While apps like TikTok have a large number of young users, social media is pervasive.

Older audiences are also found on social media: according to Statista, 61% of Instagram and TikTok users are over 25 years old . Therefore, brands must abandon the myth that influencer marketing only allows them to reach younger people.

7. You can't measure the success of campaigns with content creators
While measurement is a complicated task in the advertising world, especially through digital platforms, achieving consistent and rigorous measurement is possible. After all, influencer campaigns are just another form of marketing.

When advertisers measure their social media actions like they do with other media, using variables such as engagement, conversions, sales and potential for long-term impact, they will be able to analyse the impact of their campaigns alongside influencers. According to Gonca Bubani, Global Thought Leader, media at Kantar, for AdWeek, “the lack of a systematic measurement strategy has held back the world of influencer marketing from going full speed ahead,” he says.

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