This article first appeared in Campaign written by, Tom Gray, Global Chief Strategy Officer from our London studio.
Few channels have grown as quickly or as steeply as the creator economy. Goldman Sachs estimated that last year $6bn was spent by marketers working with and in the creator economy – tripling in just five years.
This is not just an evolution in social media, it’s a fundamental shift in the business model for individual creators, driven by the roll-out of new monetisation tools and algorithmic updates on platforms like TikTok, Instagram and YouTube. The result: individuals as channels, who create culture and command huge followings, bringing people closer to their passions.
For brands, this makes creators an extremely effective route to well-targeted, earned media, reaching niche audiences through the people that they trust and in the places where they follow their interests.
The best brand collaborations aren’t shoehorned into a creator’s channel, they’re a natural part of the story. One of the best ways to achieve this is through exclusive experiences and experiential activations. Here’s why:
We humans have an innate drive to seek new experiences
From birth, curiosity and the desire for learning are core psychological drivers.
When we navigate a new experience, it triggers dopamine release, creating a pleasurable feeling and reinforcing the behaviour. This innate drive is mirrored online, as we vicariously seek novelty through the experiences of others, on social media.
The most successful creators intuitively grasp this, creating content focused on novelty and new experiences. Moreover, social media algorithms are designed for this behaviour, driving up the effectiveness of these types of content.
For brands, the opportunity lies in creating experiences that can tap into these fundamental human drivers by offering a rich platform for creators, and engaging content for consumers.
Here are three ways in which brands can offer something valuable and interesting to creators and consumers by tapping into three strong behavioural drivers:
Curiosity and novelty – tapping into the ‘show me something different’ drive
What creators aim for
This is typically content that breaks the pattern, makes us look twice. Including juxtapositions, unexpected locations or camera angles, or simply surprising behaviour.
How the algorithm amplifies it
Algorithms track attention and surprise. Platforms like TikTok heavily weight early interaction signals. The “For You” page is built on the premise of surfacing novel content predicted to be relevant.
What brands can do
Create visually unique environments, incorporate unexpected elements like hidden rooms, offer exclusive or “First look” access to events or locations.
Escapism and vicarious experience – the ‘take me somewhere else’ drive
What works for creators
Stunning travel and destinations, immersive event coverage, extreme activities to feed vicarious thrill-seeking.
How the algorithm amplifies it
The primary signals here are watch time and completion rate. Content that gets multiple loops is more likely to be recommended to others.
What brands can do
Make the most of your locations, open up access to brand homes, production facilities, or testing, create product experiences that put the product to work, blending travel or thrill-seeking.
Inspiration and learning – the ‘help me grow’ drive
What works for creators
Tutorials and how-tos, educational explainers, product tear-downs.
How the algorithm amplifies it
Platforms give weight to signals that indicate learning or inspiration, including saves for later reference, comments asking for help, or rewatching certain sections.
What brands can do
Offer hands-on masterclasses and workshops, create dedicated learning zones in flagship stores and brand destinations.
Experiential has long been known as a channel that guarantees deep engagement and real-world product interaction for customers, because of its IRL nature. By working with creators, marketers can take those qualities and amplify them in a way that is accessible, engaging and intrinsically human, dialling up the reach and effectiveness while remaining as human and authentic as the real thing.
Behind the piece
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