Raphael Pires
Dec 21, 21 | 8 min read
communities and digital creators
Reading time: 7 minutes
In the 4th century BC, Aristotle wrote in his book Politics: “ Humans are social animals by nature .” Many other philosophers throughout history supported the truth behind Aristotle’s statement. L.S. Vygotsky recognized this in the Sociocultural Theory of Human Learning and Marshall McLuhan said that new communication technologies were building a “ global village .”
We thrive in communities . From the moment we are born, we learn to read the world through others and are greatly affected by the people we socialize with every day.
Given the immense global changes, people are spending more and more time online. In this time, communities are growing and forming organically through social platforms where people connect every day around the world.
These communities tend to form around passions
and lifestyles. From politics, music, travel, technology, food, work and more, we are increasingly drawn to one another in digital interest groups. We are wirelessly and digitally connected, which means we have taken our “social animal” preferences to a whole new level.
But where do marketers and brands fit in? In this list of marshall islands consumer email blog, we explore how brands can grow alongside digital communities organically and intuitively.
Communities and content creators is the second topic in Rock Content’s blog series, created in partnership with Hootsuite, which considers the findings of the Hootsuite Social Media Trends 2022 report .
Communities and creators
With so many communities, brands can now find existing communities to increase brand loyalty or they can build their own community around the brand.
Madonna in the Pepsi commercial in 1989
But you no longer need to hire big celebrities to humanize and connect your brand with the public. And this is especially good for small and medium-sized businesses that don’t have millions of dollars for a campaign like this.
In fact, partnering with small and medium-sized creators can be much more effective (and cheaper, of course) than dealing with celebrities.
Digital creators are regular people who create video content based on a myriad of topics. People tend to identify with low-profile creators, who are true consumers.
Partnering with digital creators can build trust in brands
and help them reach larger audiences .
Amanda Wood, Director of Social Media Marketing at Hootsuite , told us in a recent interview, “ Communities are at the heart of a successful social strategy, and content creators how to use email courses to increase engagement and influencers have built networks where their visibility and influence are truly powerful .”
The thing is, choosing which creators to partner with and which platforms to find them on can be tricky. Before entering into any partnership, you first need to understand your audience’s preferences . Are they on TikTok or do they prefer watching videos on Youtube? What are their demographics? What tone cz lists of voice should you use? This report from Hootsuite is a great resource to help you figure out these preferences.
When fashion tech startup WANNA promoted its new augmented reality app “Wanna Kicks,” it clearly targeted millennials and Gen Z. That’s why it partnered with creator @josephwsj , who became one of its first digital partners.