Calm down. In 2017 we may not have gone to The Jetsons’ Futuristic Era, with outfits entirely silver and service providers 100% robotized. But we’re going to a much more interesting deed on the creative economy Era: quality > quantity in practice. Indeed. Pause What is creative economy? It’s simply a business model which concerns the creative industry, based on creative goods and services. To fit on this environment, it has to generate value, money, dough. Intangible goods that make cash happen, the professional either be a musician, artist, advertising, journalist, startup entrepreneurs, programmer/ developer, video makers or influencers. Yes, let’s talk about influencers.
Unfortunately, there’s a crisis of recognition by people about several of these professionals, a lack of taking creative work seriously, because they think it’s easily replaceable. Pure mistake, my dears. Some brands with a sharpener look, have been understanding and hiring intellectual services, to really meaningful jobs. Bloggers had popped in the beginning of the decade. They shaked events, e-commerces, launches, and showed their desirable lifestyle through the platform. Through the years, some gave up, others became YouTubers, others more decided to let their content more powerful and interesting in other platforms. What still united this niche of professionals is the fluidity on the way they lead the each job and the capacity of influencing their followers. Instagram had never been so used as a tool to echo voices: on content, on posting highly-produced photos, on publicizing a product or service, running segmented campaigns in well-edited flashy videos. A point for creative economy. In January 2013, the number of active users was 90 millions, in December 2016, this number surpassed 600 millions. Mainly, after Mark Zuckerberg cheated on the 24-hour stories exam promoted the function Stories on the social media. The social field to influencers was really well set, so they can promote themselves almost as brand persona. But we must confess that we were not expecting such an intense transformation on the quality of the dialogue, developed along with the public. Which it doesn’t necessarily correspond to the number of followers that an influencer/ Instagrammer owns. The content culture is so powerful, diverse, pulverized and segmented in sub-niches, that we now live the peaks of micro-influencers. A scenario to keep an eye on. Usually, Instagram users that owns between 1k – 10k followers are the ones who are genuinely transforming the way they communicate to their public about brands. They are regular people, that boost a more attractive and unpretentious digital culture. The dialogue established by these guys is real, consistent, exactly because they are real individuals, people like us, becoming reliable sources of the content produced by them, on several segments.
What called our attention the most was the fact that not only big brands are part of this “revolution” in digital world. The small ones, for being created by entrepreneurs also belonging to the universe of this new Era, are engaged in fostering the creative economy. They understand that growth is different from being big in size, and so, they get and respect the intellectual effort of a creative work, keeping themselves low-profile. The Brazilian TV host and YouTuber, Caio Braz, made his considerations and reflections about this behavior, pointing out some current micro-influencers, that help build opinions inside the niche they act, you can read it here and here. HelloSociety is an agency that connects brands to influencers for specific campaigns, and it made an intriguing study to confirm the power of micro-influencers. They produce a consistent and authentic speech, with depth in the subject. They establish truer connections and real dialogues. Therefore, they usually deliver, on average, 60% greater engagement than influencers with over 30k followers. And they are 6.7x more efficient per engagement than influencers with a high number of followers.
Thus, we can understand that thousands, millions of followers, do not necessarily mean a more effective campaign ou a more assertive communication strategy. The premise doesn’t change, has never changed. It is necessary to listen to the brand. Give suggestions, but, before all else, understand what the brand wants to itself: high impressions done by digital influencer, but not obligatorily amazing result, or a good content created by several micro-influencers, engendering a big audience chain? Anyway, we must never generalize a creative service. It demands study, knowing the niche that the brand acts and choosing wisely the influence, in case it is the strategy. Understanding the universe it represents and what it can add to the public. Keep an eye on people’s behavior, on trends, on what comes on the streets. It’s about noticing that size doesn’t matter, but the creative quality with good results does. And some people still think that all these professionals play Internet, can you believe it?