Illuminating the ‘Creator’

Challenge

Helping our leading social media client understand how young adults perceive the idea of ‘creators’, especially on their platform, so they can target relevant creators and create engaging communications.

A leading social media client needed to understand how young adults perceive the idea of ‘creators’, especially on their platform. This understanding was crucial for targeting relevant creators and creating engaging communications that would resonate with their audience.

Approach

We invited three groups of young adults to our client’s headquarters for 90-minute conversations about creators and social media. Starting broadly, we explored the meaning of ‘creator’ and participants’ favorite creators. We then delved into brand-specific discussions, uncovering which characteristics make creators more or less relevant for various social media platforms. Finally, we focused on perceptions of our client’s platform and how people want to engage with creators there.

Impact

Our insights helped the client identify and target their creator marketing at individuals perceived as appropriate and attractive for their platform, based on viewer interactions, behavior, content type, and overall ‘vibe’. This work also informed the client’s communications strategy, allowing them to promote the kinds of creators and content types young adults expect and want to see on the platform, ultimately driving engagement