piping hot creator insights straight from the Kyra creator community
March 2024
may | volume #3
the TDLR
Introducing Kyra Tea, a monthly roundup of creator insights from our very own Kyra creator community.
key insights
Q:
does your content perform better when music is layered in, or a focal point of the video?
83%
said yes
17%
said no
what you should do about it
we're in our multi-tasking era, so lean in!
Yes, yes, briefing should never be prescriptive, we all know this to be true!
But, with this data in mind, we recommend strongly suggesting audio in your briefs to creators. Create a ‘nice to have’ section of your brief and recommend audio as an execution tactic.
This doesn’t mean make it a custom audio or focal point, but an element to their editing style!
Remember, we all love content where can multi-task! This will satisfy that brain itch we love so much and get users to pay attention and engage all the way through.
Q:
what makes you watch a branded video all the way through to the end?
54%
said entertainment
27%
said storytelling
19%
said education
what you should do about it
entertainment first. branded content second.
Always remember who your audience is and the platform you’re reaching them on. Because in today’s day and age, social has become the new TV alternative where entertainment is the name of the game.
So even if lower funnel and ROI are your KPIs, keep in mind you’re a guest on these users’ feeds, so you want to engage them with what they are there for in the first place — entertaining content.
We recommend weaving in an element of fun and entertainment to all your creator briefs with your product as a secondary element that naturally weaves into the story. We promise the results will follow!
Q:
what’s your most viral piece of branded content and why do you think it performed so well?
"My most viral piece of branded content was Dove's "Real Beauty Sketches" video. It performed well because it was authentic and emotionally engaging, highlighting real women's perceptions of their beauty and encouraging self-esteem."
"When i was promoting this new book that I had just read and it performed so well as i showed the characters in different period costumes."
"Day in a life are always the best performing content due to a lot of people wanting to see 'The real me'."
what you should do about it
take it from the creators — i.e. the experts!
What do each of these top-performing branded videos have in common? Entertainment & authenticity were the key focus throughout.
That’s because audiences want that fun energy, that raw emotion and to create an emotional, loyal connection to your brand. So keep the creative light-hearted, and always let creators do their thing to build that loyal connection on your behalf.
Remember, you don’t tell an artist how to paint each stroke, but as long as they hit their objective, you’re happy! We should see creator partnerships in the same light.
got any questions brewing you'd like to ask our community?
Shoot us a note and we'll ask our creators in next month's iteration!