✏️ CREATORS CHANGE THE GAME 

At Brandcast last week, Neal Mohan, the CEO of YouTube, discussed the power of creators, commenting that ‘they are the new Hollywood’. He cited stats that revealed more YouTube users engage with content on the platform via connected TV, which has grown by 130% over the last three years. From YouTube views in living rooms to social media trends like #deinfluencing and the digital guillotine, the creator space is changing. But too often these headlines leave out what’s happening in Asia specifically. Let’s rectify that!

💡 OUR TAKE

As a space that’s free from established customs and traditions, social media has long offered Southeast Asians – particularly the younger demographics – the opportunity to be their truest self and to connect with like-minded peers, away from the watchful eyes of their parents and society at large. Unlike in the US, where young people are actively looking for ways to disconnect, consumers in SEA countries spend more time online versus the global average, play more video games, and consume more video content. 

So, how do creators fit in here? In a world of sponsored ads and heavy product placements, SEA consumers are gravitating towards ‘nano influencers’, whose smaller follower count provides a sense of community and authenticity. These creators often with niche interests serve as a validating presence against a collective culture and are often looked up to when it comes to adopting global trends locally.    

In our recent work involving creators, brands, and The Eras Tour, we saw that while online posts containing Taylor Swift and brand keywords collectively reached over 6.7M audiences worldwide, it was regional creators content who garnered higher views (+399%) and overall engagement (+598%). This is likely due to them using localized language and the nature of their content that incorporates other passion points as opposed to straight-up product placements.

Others look to creators to help them navigate social challenges: in China, a married couple has gained attention on Douyin after becoming ‘digital parents’ for the country’s left-behind kids. Keri Kita, the Filipino podcast series that helps non-gamer parents better understand their kids, plugs a similar gap of collectively helping others make sense of the world we’re living in today. Recognizing the demand for this more purposed content, TikTok recently unveiled a Change Makers program, spotlighting social impact-focused creators like Halimah (🇮🇩), Adeline Tay (🇸🇬), and Celine Murillo (🇵🇭).

SEA is a diverse and complex region, and so is Gen Z! Understanding the nuances within the creator economy and this demographic is essential. So, here are some thoughts: 

👣 Target communities, not consumers: When engaging creators, imagine their role as a gateway for their audience to have a communal experience with the product and brand. Beyond engaging creators for reviews or giveaways, think of ways to create activations that will allow their followers to be a part of a much larger and memorable experience. Take Culture Group’s work with Prime’s Crack the Codes for example. To mark the launch of the show Citadel, a state-wide spy-themed treasure hunt was organized in Manila where creators were used to get the word out and build hype – and the actual fun was reserved for their followers and fans of the genre to take part in. 

↔️ Alignment, alignment, alignment: A creator strategy shouldn’t only help you reach your existing consumer base, it should also allow you to move beyond that to target an audience that was previously out of reach. Choose influencers who don’t just align with your brand values but also those who are seen as experts or passionate enthusiasts within a fandom. Through years of dedicated content creation that is deeply rooted in culture and personal branding, they would have earned the trust of their followers making brand sponsorships more genuine and less out of place. 

🤝 Cultivate trust: Fashion brand Marc Jacobs is currently enjoying viral success on TikTok, working with creators on humorous and informal branded content. The bulk of the videos tap into TikTok trends, with the brand sharing influencer-created videos on its own account. From our own previous works, we found that creators who utilized the formats and styles of their usual content saw the best results in terms of reach and engagement. Trust creators to know the #trends and their audience best and allow them to create content that connects both with your brand.

If you’re looking to harness the power of creators for your next big opportunity, we’re here to help!

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’