Collective Voice unveils the power of creator and brand partnerships
The realm of influencer and creator marketing continues its exponential growth, weaving its influence across diverse industries.
Creator marketing has a profound impact on brand visibility, engagement, authenticity and sales. It allows brands to connect with their target audience in a meaningful and authentic way, leading to long-term benefits and competitive advantage in the market.
Amidst the ever-evolving landscape, Rakuten’s creator marketing platform, Collective Voice, has emerged as an indispensable asset within the Rakuten Rewards business in the U.S. Since its inception in 2008, Collective Voice has been a trailblazer in creator marketing, offering cutting-edge tools, transparent data and unparalleled resources, forging meaningful connections between vetted creators and top brands.
A snapshot of growth metrics reveals the power of Collective Voice’s impact, highlighting success factors beyond traditional KPIs. The platform unveiled invaluable insights through significant relationships between creators and brands.
Beyond the metrics: Measuring the true impact of creator campaigns
In a recent survey, Collective Voice tapped into the feedback and data of its expansive network of creators to gauge the holistic impact of brand campaigns, transcending conventional KPIs.
Among the pivotal revelations, a staggering 72% of creators affirmed that collaborations with brands amplified awareness of new products among their audience.
“By embracing a strategic and holistic approach to creator marketing, brands can build authentic relationships, foster engagement and maximize the longevity of their campaigns.”
Lindsay Jerutis, General Manager at Collective Voice
A significant 65% of creators acknowledged seamlessly integrating campaign products into their organic content, sparking a ripple effect termed the “halo effect.”
Noteworthy is the revelation that 47% of creators actively incorporate audience feedback into their content creation process, underscoring a dynamic and interactive approach.
Furthermore, creators unveiled that they prioritize five key factors in branded content creation:
- Building brand loyalty
- Showcasing creativity
- Fostering community engagement
- Generating sales and conversions
- Eliciting emotional responses
The findings spotlight “building brand loyalty” as the paramount objective for creators in their engagement with branded content.
“The landscape of creator marketing is evolving rapidly, and understanding its true impact is paramount to building authenticity and follower engagement,” said Lindsay Jerutis, General Manager at Collective Voice. “Our research shows that creator contributions have many positive outcomes for brands, from driving discovery to fostering brand advocacy. By embracing a strategic and holistic approach to creator marketing, brands can build authentic relationships, foster engagement and maximize the longevity of their campaigns. Collaborating with credible, trusted creator platforms will provide brands with the tools and resources to navigate creator marketing successfully.”
Elevating the creator marketing narrative: SXSW, Optimism US and Digiday
Collective Voice has taken center stage on multiple prestigious platforms so far in 2024, amplifying both creators and brand partners.
In March, Collective Voice hosted a compelling panel at the prestigious South by Southwest conference in Austin, Texas, discussing the rise of niche-creators and the lasting impact they can have on brand campaigns. As a result of the immense interest in this topic, the panel was reimagined at Rakuten Optimism US in May, delving into the micro-creators’ ability to create unparalleled campaign experiences.
Subsequently, in collaboration with Digiday, Collective Voice orchestrated a riveting webinar featuring Jerutis, alongside creator Shana Draugelis from The Mom Edit and Cathy Chen, VP of Growth Marketing from luxury department store, Saks Fifth Avenue, offering firsthand insights into their successful collaboration and the evolution of creator marketing.
To learn more about Collective Voice, and the true impact of creator marketing, visit collectivevoice.com.
Watch the latest Rakuten News Network report about Collective Voice here.
