unleash the power of the Always-On creator revolution: key takeaways from Kyra’s Advertising Week Europe panel
the TDLR
In a fireside chat at Advertising Week Europe, Kyra assembled the best of the best to talk all things creator marketing. Bringing an esteemed panel from all business verticals, we were accompanied by Dan Elton (Chief Customer Officer at ASOS.com), Caroline Hirons (Founder of Skin Rocks™), and Meagan Kirkpatrick (Head of Brand and Marketing at Picsart), all moderated by Kyra’s Co-Founder and CEO, Devran Amaratunga Karaca. The 30-minute discussion got right to the facts, which is that today’s most successful creator marketing occurs when long-term, always-on relationships are fostered. But there is so much that goes into fostering this always-on relationship with creators, so we’ve broken down the best ways to achieve a successful creator partnership and create successful always-on campaigns below, along with a recap of the panel, of course!
key takeaways
#1 Treat Creators as People, Not Commodities
One major theme from our panel? Creators as people, not just assets – and we need to treat them as such! Unfortunately with the oversaturation of creators in the space, some brands have taken their value for granted, so there needs to be a bit of a reset for brands to remember the relationship element that comes with creator marketing. Because creators are artists, and like any artist, they need the freedom to express themselves. And by the way, we’re not just saying this because it’s about being nice (of course that helps!) — it’s also because you’ll see better results. And who doesn’t want that? Think of it like this: you wouldn’t micromanage a painter's every brushstroke; you’d give them the space to create a masterpiece. The same goes for creators.
#2 Nurture & Retain is the Name of the Game
Long-term relationships with creators are as pure as gold. Dan Elton walked us through a clear example from Asos where they treat their creators like valued customers – even integrating them into their CRM system which has delivered ROI and real results in their creator marketing efforts. This kind of relationship-building fosters trust and authenticity with both brand and creator alike – which is what we’re all after, right? The lesson, if a creator delivers results for you, bring them back time and again. Those retained relationships will carry forth in better rates, better results, and a creator who becomes a genuine ambassador for your brand.
#3 Overwhelmed by Always-On? Embracing the AI
Love to hate it or hate to love it, but AI is here to stay. And a clear, tangible use case for it is creator marketing, especially in this fast-paced social media world. Always-on creator marketing can feel daunting. Lots of assets, lots of ideas, and lots of creators to manage. Obviously, a creator agency like Kyra can assist in making all of this a seamless execution for you, but AI is becoming a game-changer for managing your in-house content creation and helping brands stay relevant across multiple platforms. These tools are getting better and better, making it easier to churn out high-quality content at scale. But remember, while AI can help with scalability, the human touch is irreplaceable. Creators bring a unique element that AI just can’t replicate. So, use AI as a tool, but keep the human element at the forefront.
#4 Followers are a Measurement Thing of the Past
The age-old question when it comes to creator marketing: Followers or Engagement? But in 2024, the answer should be incredibly clear. With today’s algorithms giving scrollers access to new creator content every day, followers as a barometer of success should be a thing of the past. Instead, when it comes to evaluating creator partnerships, engagement, and sentiment are way more important than follower count. Look at metrics like acceptance rates, share of voice (SOV), and creator net promoter scores (NPS) to help determine which creators to partner with and also determine their success. And by the way, don’t underestimate small creators—they might not have huge followings, but their genuine passion for your brand can lead to impressive reach and engagement.
#5 Fight the Battle Internally for Creative Freedom
Marketing versus management is a tale as old as time. We get it. But one thing the marketers on stage could agree on? You as a marketer know what’s going to make a great creator campaign, and that’s creative freedom for the creator. So defend this POV internally, even if it requires a bit of a battle. We all know those scripted creator videos never perform and come off like a QVC ad. So trust your gut and defend it to prove your results!
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