Politicized scripts. Conservative aesthetics. Excess self -promotion. For years, most companies have tried to apply – not to mention imposing – commercially institutional standards on social networks. A formula filled with perfectionism and completely distant from the real world.
But when it comes to digital influence, there’s no way: authenticity is worth more than (an attempt to) perfection. And, as obvious as this sounds, only now the brands are understanding this hard – or timely – reality.
The fact is: people prefer to connect with people. No wonder “Creator Economy” has grown exponentially in conceptual and financial terms. Just to get an idea of the dimension of what I’m talking about, it is estimated that by 2027 digital influencers will move almost half trillion in the world a year, according to Goldman Sachs.
And there is a detail.
The new generation of creators already understood that influence and entrepreneurship are side by side – and hand in hand. Now, they are not only hired by third parties, but they own their own business (there is a good subject for a next article). Therefore, this projection tends to increase with the emergence and consolidation of new sources of revenue.
In short, to really master this game, companies need to adopt strategies that transcend – or at least decrease – the fine line between “institutional” and “personal” brand.
Want three examples?
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1) Sand communicate as an influencer
As much as the expression “humanizing the discourse” is used with a certain frequency at the end of the day, you can count on the fingers the companies that really managed to do this. But they exist – and increasingly. A good case of success is (we talk about him in the second episode of the podcast presented by the duo EE directed by this one who speaks to you).
While some are still understanding how to hire influencers, Duolingo has become one of the greatest influence profiles of social networks. The strategy is aggressive and is based on extremely unusual, authentic, dystopic, memorable and human actions. One better – or more crazy – than the other. To the point that even the death of the mascot itself becomes a plot for one of the campaigns.
But rebellion works because it comes from essence. And any attempt to copy it shallow and ephemerally can be deadly (in this case unintended). Communicate as an influencer has a high price. So, before any decision making, evaluate well if your business is the type to pay it.
2) Transform executives into creators
The fashion took. And took it cool. In addition to the founder of, hundreds of other CEOs are venturing into the world of influence with content that talks about business, entrepreneurial education and lifestyle. And unlike the first option, this one can adopt everyone more easily. The question is “how.”
The main challenge revolves around the creator’s authenticity, both in the way of expressing himself (less executive and more creator) as in the subjects covered (less institutional and more social). In short, it has to be a channel to reverberate the company’s interests, but also to deliver really attractive and coherent material.
In addition, the executive needs to be really willing to include in his professional routine the recurring production of content. Profile only truly engages when it has volume and frequency of content.
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3) Create agnostic channels
Have you ever stopped to think that profiles such as, and could they belong, respectively, to the large industries of the tourism, human resources and finance industries?
I believe so much in this trend that I created an agency – A – just to develop this kind of solution. The advantages are diverse: neutral environment to test multiple formats, more creative freedom, low initial investment and, especially, construction of intellectual properties.
Unlike the first two paths, these agnostic profiles become financial active that can be framed as Capex and even put for sale at some point.
Now…
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Can you imagine the power that a company can have by adopting these three strategies efficiently?
