What Spotify's Creative Director does to create content that strengthens the community.
For businesses, the route towards a useful video can seem like a jumble of erroneous direction and dead ends. When you believe that you've finally got the algorithm to work for you, it turns out that your organic content on social media produced by you will be a failure. Gavin Guidry, a video creator and the creative director at Spotify explores what it means to help community members and creators. He also discusses the ways that this collaboration could change the strategy of social media for an organization.
"When you concentrate on community and build authentic partnerships you can create helpful videos."
First step: the way for being relevant must be a journey through real people
Let's be honest: people are a trusted source. And Gavin cautions us that as trust grows the social media algorithms will also increase.
While the term "influencer" is a one that comes with a considerable quantity of baggage, it's a specific creator class speaking to a particular audience via social media. Contrary to the conventional influencers, these creators aren't interested in transactional advertisements in addition to their commitment to building community is the driving force behind viewers to their videos.
"Working with those you are familiar with who are well-known to your customers will help you market your products in an authentic, more humane way."
Second step: Genuine collaboration should be centered around creating a sense of community
Marketers are focused on perception of their brand in addition to ROI along with other indicators that measure the efficacy of their marketing. Creators are drawn to authenticity and connections.
But, Gavin insists that these don't need to conflict in any way. Brands should focus on finding relationships with influencers that feel more like a purchase instead of helping a local community.
What can brands do to find creators to establish trust with their customers? Gavin offers these tips:
- Choose the best segment
- Find an audience that is actively engaged.
- Make sure you focus only on the real user
- Be bold and accept a unique style view
- Find a professional
- Support anyone who is committed to their job
3. Relevance refers to the ability of video content that is you-centered towards the community.
Video content is a great way for educating and engaging viewers. However, Gavin believes that in order for video-based campaigns to succeed through social media it is essential to place them within the community that videos were created to be a part of.
You can increase your popularity by understanding the motives behind the creator's work as well as what the audience genuinely is interested in. In order to remain human, Gavin says brands have to be ready to fall.
What is vulnerability to an organization? It's all about risk-taking by speaking as a real human being and interacting with the community where they are physically and in a metaphorical sense. Only then are brands able to establish genuine relationships with their creators and produce video content that is beneficial to both parties.
"It's not about chasing the value of the culture. It's about earning community relevance."
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