Fireside Chat: Creator Special with Natalie O’Leary, BBC Radio 1
The creator economy is barely twenty years old,
but already, it’s dramatically changed the social landscape for brands and marketers. Audiences crave real life, not challenge videos; excessive gifting is seen as out of touch, not aspirational; and TikTok has levelled the playing field by making creators
out of everyday people sharing their stories.
But if there’s one thing creators know how to do, it’s adapt. Creators are testing and learning, leaning into new content formats and features, and even building empires of their own. And old-school influencers
who made a name for themselves on YouTube have diversified their platforms and income streams as their audiences have grown with them.
Brands have a lot to learn from how creators have kept apace with the speed of social. And as a BBC Radio 1 presenter, podcast host and creator in her
own right, Natalie O’Leary is in the unique position
of straddling both worlds. She joined our head of influencer Amelia Wollaston for our final live podcast for some real talk on how brands can thrive on social amid constant change.
“Instagram’s creators were curated and aspirational but on TikTok, the everyday is now the norm. Success metrics have changed…as a creator, the freedom to be yourself is more celebrated than it was before.”
Natalie O’Leary, creator, podcast host and presenter, BBC Radio 1
Discourse around creators skews Instagram- and TikTok-heavy, but there’s a diverse ecosystem elsewhere that most brands haven’t tapped into. “There’s interesting ways to integrate paid and creators on Pinterest,” says Amelia. “All platforms have their place in the funnel – you just have to choose what motivation you want to tap into.”
And maybe we sound like a broken record here, but it’s for good reason. Trust is non-negotiable when working with a creator – there’s no two ways about it. “Creators know their community and they have your best interests at heart,” advises Nat. “We don’t want it to flop just as much as you! That’s why a collaborative approach to partnerships is hugely important.”
And what lies in store for the future of the creator economy? “Influencer marketing can get hung up on the importance of reach and follow count. But if you want to do something different, look closer to home. Your employees and customers can be your influencers. Everyone has a story to tell, and you need to be able to tap into that as a brand,” says Amelia.
Play back the live podcast now and find out Nat and Amelia’s tips for how brands, like creators, can thrive on social amid constant change.
Expect to learn:
- Whether platforms or creators dictate the changes we see on social
- How to balance staying up to date with trends with creating a sustainable content strategy
- Why your brand should be partnering with creators across every social platform
Like this? Read more
