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1、People love to feel connected,in fact,people need to feel connected.Building and having a sense of community is a powerful feeling and an essential part of peoples mental health and overall happiness.In our daily lives,we seek to cultivate communities with the people around us:family,our peers,peopl

2、e we share hobbies with,and more;and since the dawn of the internet people have sought communities online.But what does this have to do with marketing?A brand community is a group ofpeople who have a relationship with a brand and other customers based on admiration of and emotional connection to the

3、 brand and the values it represents.People in a brand community buy from the brand,vouch for its products or services,and consume the brands content to stay in the known.Having a community is a powerful tool and a big success for companies because it goes beyond awareness:It yields a group of people

4、 who connect with the brand,are loyal to it,and recommend it to others.According to Forbes,64%of executives consider word-of-mouth to be the most effective form of marketing.Today,marketing has the ability to be much more than just transactional.Modern product searching tactics and technology make i

5、t possible for brand marketers to reach audiences on a more personal level and build meaningful relationships with them,including building a community around their brandAccording to Forbes,64%of executives consider word-of-mouth to be the most effective form of marketing.Lorem ipsumSocial media give

6、s people the ability to see first-hand how others are perceiving the product or service and make their own informed decision.This presents a great opportunity for brands to capture their consumers attention by meeting them where they are.Unfortunately,brands alone attempting to reach consumers via s

7、ocial media platforms may give them the feeling of conversing with a robot or a faceless corporate being(even if this isnt the case).This is why creators are an optimal way to help bridge the gap between consumers and brands.Todays consumers are turning to social media platforms instead of search en

8、gines for discovery and research.It is more common for people to open Instagram or TikTok than Google when searching for a product,service,idea,or activity.In fact,while scrolling social media,users expect to see brands present and seek them out.Hubspot reported that 22%of consumers prefer to discov

9、er new products on social media,and 71%of Gen Z say its where they most often find new products.Not only do they seek out products,but they are also seeking out the conversations happening about them.Creators are the ideal link between brands and consumers because creators already have connections b

10、uilt and give brands access to and direct contact with their extensive and loyal audience.Creators,whether micro or macro,have the support and trust of their followers.According to Forbes,61%of consumers trust recommendations from family members,friends,or creators on social media,while only 38%trus

11、t recommendations from brands themselves.Despite peoples tendency to distrust the word of brands,when partnerships are formed with their favorite creators,it can put the brand in a positive light in their eyes and create authentic connections.Online audiences know when they are being marketed to and

12、 prefer transparency and honesty from creators and brands about partnerships.When creators are honest with their audiences,they build trust for themselves as well as the brand.Younger consumers,such as Gen Z and millennials,are digitally savvy and hyper-aware of how brands are attempting to reach th

13、em via technology and social media.Rather than attempting to conceal brand partnerships,brands should own them and search for creators who speak to their desired audiences.In fact,when a creator is truly supported and beloved by their followers,their followers will rejoice in the partnerships.People

14、 are rooting for the success of their favorite creators,and when they see an authentic brand partnership,it can cause them to gain a positive sentiment for the brand.Comsumers hyper-awareness of social media marketing and desire to see authenticity has caused relationships between brands and creator

15、s to shift.Relationships between brands and creators are no longer just a transaction,they have shifted to become long-term collaborations.Now these relationships are more like creative partnerships.Creators have their own brands,a highly loyal audience to connect with,and extensive knowledge of the

16、 industry.Brands should leverage this expertise,and when they do,it will lead them to a new collaborative relationship.Within this relationship,creators can collaborate with brands on making decisions,product suggestions,forming strategies,building the creative direction of a campaign,and more.Selec

17、ting a creator who aligns with your campaigns goals and brand values is an important part of the process when forming these partnerships.Creators who are brand fans are especially strong choices because there will be an authentic connection in the partnership.The audience of a creator will most like

18、ly also have an affinity for the brand and share the creators delight.Creators know their audiences and know what they are looking for.While on the surface,it may appear that hiding a sponsorship will make your marketing strategy look more authentic,it is more authentic to the modern consumer to rev

19、eal your sponsorship and own it.As mentioned above,audiences want to see their favorite creators succeed,and creators know their audiences best.celinotsally Wooooo caciquefoods you picked a FANTASTIC person.cocinandoconjennaaay food is 54w Reply nannyrelly15 Congratulations S4w Reply sony _ v caciqu

20、efoods You picked a great person to partner with!Jenny comes across as very authentic and friendly and her food always looks delicious!I trust her opinion on your products and am looking forward to seeing the recipes she makes with them.A 3 likes Roply Hide replies cocinandoconjennaaay sony_v Aww th

21、ank you so much that means so much to me .-_iam.melody_ Ahhhh so happy for o youAya 111k!I.ply sanjareates Congratulations!So o happy for you 4 1 llke Roply v,_,.,1m(I)directiveadventure Aww orng this is o awesome!Congrats Aya.sounds like such a fun experience!11ke Roply Thesis 2 Udon Forming a stro

22、ng foundation and strategy is the first stepping stone to establishing a devoted community.Having a strong foundation as a brand is essential when nurturing a community because it helps consumers identify what your brand stands for and if they want to identify with it.Start by having a clear brand m

23、ission and a distinct brand voice.Build a strong community with these creator marketing best practices:To identify creators a community will love,start by carefully selecting those that already have a strong community of their own(that will fit into the niche most closely linked to your brand).Creat

24、ors with devoted communities will often have higher engagement rates.According to Business Insider,micro or nano-creators have stronger engagement rates on Instagram;and macro or celebrity-status creators have higher engagement on TikTok.As mentioned above,when a creator has a supportive and engaged

25、 community,their followers will praise and congratulate the creator on their partnership,in turn elevating the brand,making it more human,and generating positive sentiment.However,choosing the right creator goes beyond metrics.Selecting a creator that resonates with audiences and can help a brand ac

26、hieve an out-of-the-box campaign is a top priority.Get the most out of creators by leveraging brand ambassadors.Having dedicated brand ambassadors is time-and cost-efficient,and they can serve as leaders in your community,resulting in a better return on investment and year-round brand loyalty.BRAND

27、AMBASSADORSINFLUENCERSLong-Term Multiple Creative ConceptsLoyalty/PurchaseCreative Know-howCost/Time EfficiencyShort-Term Single Creative ConceptAwareness/ConsiderationRequire Creative BriefingStandard Cost /Time VS Choose the right channel.Analyze and listen to your audience and determine where the

28、y would be most active and which platform would serve them best.Would they become active in Instagram comment sections?Frequently stitch TikToks?Chat in Facebook groups?Or perhaps a different space entirely,like a messaging group or space created by the brand?Cross-share across different channels.Re

29、posting content across different platforms is an efficient way to increase brand reach and awareness.Leverage different platform features.Utilize duets,stitches,story polls,stickers,branded effects,AR filters,branded hashtags,geo-tagging,UGC-friendly green screens,Live Q&As and shopping,and more.Pro

30、vide clear calls to action.Create CTAs that are easy to follow and inspire conversation.Some valuable CTAs include directing audiences to storefronts or links in bios.Use branded contenttools to increasetransparency.As discussed above,transparency is becoming essential for brand-creator partnerships

31、.Use branded content tools such as Instagrams or TikToks paid partnership label to identify when brand partnership content is being posted.Leveraging social media in all the right ways is a key pillar to building communities.It begins with being well-versed in all things social media,including emerg

32、ing trends,new features,platform strengths and weaknesses,and more.The key elements to pay attention to are:Lorem ipsumEngage your audience by:Directly engaging with your audience.Ask your community questions,and listen and respond to their responses.Make sure to stay consistent with community upkee

33、p and monitoring your engagement.Sharing the space with the community.Create a space where your audience feels free to connect,share,and be heard.Sharing the space of your community can be accomplished by asking your community questions and sharing their personal stories.Incentivize becoming a membe

34、r.Aligning with your audiences topics of interest and important causes your audience cares about can incentivize them to become active members of your community.Incentives can include creating reward programs or giving them behind-the-scenes content,sneak peeks,or insider looks at new products.Local

35、ize your communities.Post-pandemic,people are more eager to get out,go to events,and meet others in person.Bring loyal community members and curious potential customers to in-person experiences.This will require out-of-the-box campaigns such as pop-ups,interactive events,meet and greets,and more.Thi

36、s will bring multi-dimensionality to your brand and give community members tangible experiences they will remember for a long time.If you want to create a successful community that grows and flourishes,be ready to relinquish some control over your community.Dont dictate what members do too strictly

37、and allow for conversation among community members to flow.UScellular brought its community together for its#PhonesDownFor5 challenge,where it invited audiences to participate in the hashtag challenge,instructing them to put their phones down for either five minutes,five hours,or five days and docum

38、ent what they did in their screen-free time.Creators brought to life the campaign by sharing their own experiences without their phones.They shared their family time,date nights,and self-care days,as well as helpful screen-time management tips.Fidelity created the Women Talk Money community to sprea

39、d education and resources regarding finances for women.The group provides members with tools such as workshops and other resources to help them make better financial decisions.Creators partnered with Fidelity share with their followers when there are upcoming workshops and various tools,and share ho

40、w the community has helped them.Both creators and audiences are looking to place themselves in spaces with shared values and passions.Seize the opportunity to create a space for people to connect with each other on topics they care about,including the product you provide.Building communities fosters

41、 long-term loyalty and trust.Open Influence is a global award-winning managed service creator marketing agency focused on connecting humans through authentic content and generating value for brands across all social media channels.Reach out to us today to begin finding and engaging with your community in your next campaign.