Ann Newland on Partnering With Niche Creators: SXSW Panel Sneak Peek
3 minute read time
With the surge in popularity of TikTok and short-form video, the ability to carve out a unique niche has become a cornerstone for success for Creators. As we gear up for our highly anticipated panel at SXSW, we’re giving you a preview into the insightful world of niche Creators.
At the forefront of this discussion is panelist Ann Newland, a marketing expert and Former Head of Integrated PR at Wayfair. Ann’s experience partnering with Creators of all sizes on a variety of high-profile campaigns has given her unique insight into the growing impact of these Creators. In this exclusive interview, Ann provides a brand and Marketer’s point of view on how the industry can approach this important Creator segment.
From a brand perspective, how has the evolving social media landscape impacted or changed how you approach casting Creators in campaigns?
With the rise of new platforms and content formats, it has become important to strategically diversify creative partners. It’s not just about the numbers, but about finding Creators whose content aligns with our values, the campaign, and reaches our target audience.
In the past, some brands have focused their strategy on working with Creators only with the highest follower counts. Is this a missed opportunity?
While macro-Creators bring wide reach, micro-Creators offer advantages with highly engaged audiences because of shared interests or passions. Overlooking smaller Creators can mean missing out on communities that often trust recommendations from individuals with more personal connections. The term “micro” may imply a smaller following, but it’s precisely this scale that allows for more personalized interactions.
The content produced by micro-Creators tends to be tailored to the interests of their audience. As a result, the brand message seamlessly integrates into the Creator’s content and feels like a recommendation from a friend. This can lead to a stronger emotional connection between the audience, the Creator, and the brand.
Moreover, collaborating with micro-Creators allows brands to benefit from the perspectives and creative styles that micro-Creators bring to the table. Brands that recognize the strengths of micro-Creators can create campaigns that feel more genuine, resonate with target audiences, and ultimately drive impact.
How can integrating micro and mid-tier Creators into brand campaigns help brands achieve their goals?
Their audiences often feel a stronger connection, leading to higher engagement rates. Additionally, working with a variety of Creators allows a brand to tap into different demographics and niches, providing a more comprehensive and diverse brand image and message, and more diversified content.
What unique values are there in reaching a niche Creator’s audience particularly as a brand?
Connecting with niche Creators offers brands a powerful avenue for targeted marketing. By aligning with passionate communities, brands can achieve more than just visibility—they can foster meaningful interactions, build trust, and cultivate lasting brand loyalty.
This targeted approach, grounded in shared interests and values, can be a key driver of success.
Can you give an example of how partnering with micro or mid-tier Creators provided a new or creative angle to a campaign that made it more successful?
In preparation for Way Day, Wayfair’s biggest sales event of the year, we partnered with a cook and content Creator. Our partner hosted a live cooking session during Way Day, showcasing the versatility and functionality of kitchen essentials. This provided the audience with practical insights into the use of products in real-life scenarios.
Throughout the one hour livestream, the Creator engaged with the audience, answering questions about cooking techniques, sharing personal anecdotes, and highlighting the key role of products in the creation of his culinary masterpieces.
By collaborating with someone outside of the decor category, we infused creativity into the campaign, leveraging the expertise of our partner to showcase products in a fresh way. The livestream contributed to broader awareness, increased sales and established our position as the go-to resource for kitchen essentials.
What role do you see niche Creators playing in social media and brand campaigns for 2024?
In 2024, micro and niche Creators are likely to play an even more significant role. As consumers seek more personalized and authentic content, brands will recognize the value of these Creators in fostering genuine connections.
The trend may shift towards collaboration with a diverse range of Creators to create more varied content that speaks directly to different audience segments, enhancing overall campaign effectiveness.
See the SXSW Schedule for more information and to attend our panel.
