Influencer marketing has undergone a profound evolution. For a long time, brands worked with influencers to increase their visibility and publicize their products. Their role focused on recommendation and brand awareness.
But audience expectations have changed. Consumers are no longer content with a promotional message. They're looking for value, sincerity and meaning. Content has become central to any strategy.
This is where the content creator comes in. Content creators no longer simply broadcast a message. They conceive, imagine and produce content that is original, engaging and consistent with the brand's universe.
This evolution marks a turning point: brands no longer rely solely on brand awareness, but on creative quality and editorial relevance.
In this article, 18h08, France's leading influencer marketing agency, gives you the keys to understanding this evolution and adapting to this new dynamic.
From influencer to content creator
A role focused on visibility
In the early days, influence was all about reach. Brands sought out profiles with thousands of followers to amplify their message. The influencer shared an experience, gave an opinion, and his or her community listened. For a long time, this logic, based on trust, was enough.
But over time, audiences became more critical. Sponsored publications multiplied, and the line between authentic content and advertising sometimes blurred.
Results began to stagnate or even decline.
Brands have realized that to be convincing, a message has to deliver value.
They began to look for more creative profiles, capable of telling a story and creating a lasting bond with their audience.
A new expectation: creation
The content creator was born out of this need. They are defined not just by their community, but by their ability to produce relevant, inspiring content. He imagines concepts, chooses the right formats and adapts messages to the codes of each platform.
His strength lies in his creative expertise: mastering tools, trends, storytelling and visuals. His aim is to capture attention, arouse emotion and give meaning to the brand's message.
This new profile appeals to companies looking to strengthen their image, improve their storytelling and build sustainable campaigns.
Why this trend is good for brands
A more coherent and sincere message
Content creators understand their audience's expectations. He knows :
- needs,
- his habits
- preferences.
He knows how to transform a marketing pitch into a natural, engaging message.
This understanding enables us to build more coherent campaigns.
The tone, visuals and staging match the community's codes. The result is perceived as more sincere, and therefore more effective.
Brands thus benefit from more human, more credible communication, better integrated into consumers' daily lives.
Reusable, sustainable content
Another major advantage is the reusability of creations.
A video, photo or series of stories produced by a content creator can be exploited across multiple channels: social networks, advertising, website, newsletters.To boost the impact of your campaigns, combine creation and distribution across multiple channels with a multi-platform influencer strategy.
This approach reinforces visual consistency and optimizes budgets.
Rather than multiplying isolated campaigns, brands build a bank of authentic content. They have ready-to-use resources to feed their communication throughout the year.
These creations stand out from conventional advertising. They are perceived as truer and more inspiring.
Measurable performance
Creative-based campaigns often achieve better results. Original content attracts more attention, generates more interaction and increases conversion rates.
The content creator doesn't just broadcast a message.
They work on staging, rhythm and storytelling to create a lasting impact.
Their work influences brand perception and builds audience loyalty.
Key indicators such as engagement, clicks, sales or shares improve thanks to more authentic communication.
The growing role of authenticity and UGC
When the audience becomes an actor
Consumers now actively participate in brand communications.
They share their experiences, publish their opinions and spontaneously recommend their favorites.
This user-generated content, also known as UGC, has become a powerful lever.
The content creator is inspired by this dynamic.
He produces formats that echo the codes of UGC: authenticity codes: authenticity, spontaneity, proximity.
This approach reinforces the credibility of campaigns and stimulates trust.
Content creators and UGC: two complementary levers
The two logics complement each other perfectly.
UGC provides social proof, while the content creator provides artistic direction and coherence.
By combining these levers, brands gain both authenticity and professionalism.
They build richer, more engaging and better-perceived devices.
A cosmetics brand, for example, can draw on the opinions of its customers while broadcasting tutorials produced by a designer.
This dual approach strengthens the overall impact of the campaign.
How to adapt to this new dynamic
Focus on co-creation
The most successful campaigns are born of close collaboration.
Rather than imposing a rigid brief, brands invite the content creator to participate right from the design stage, contributing ideas, insights and platform experience.
This co-creation fosters creativity and relevance. Content is better adapted to audience expectations, and better reflects both the creator's and the brand's DNA.
Enhancing creativity
Content creation takes time and skill:
- screenwriting,
- assembly,
- artistic direction,
- editorial strategy.
Brands need to recognize this value.
Content creators don't just get paid for visibility.
His creativity, expertise and the reuse of his productions must be included in the negotiations.
This recognition strengthens the quality of our collaborations and establishes a long-term relationship of trust.
Rely on an expert agency
Working with designers requires a clear vision and a good knowledge of the market.
An agency like 18h08 helps brands identify the right profiles, define messages and measure performance.
She designs global strategies, ensures campaign consistency and optimizes every collaboration.
Thanks to this support, companies benefit fully from the work of content creators and achieve lasting results.
The opinion of 18h08
At 18h08, we observe this transformation on a daily basis.
The most successful campaigns are those that value creativity and sincerity.
We help brands structure their strategies around content, co-create with the right partners and capitalize on every creation.
To find out more, book a free strategic audit. We'll take stock of your strategy, identify your objectives and propose concepts tailored to your brand.
Conclusion
The days of purely promotional campaigns are over.
Success now depends on authentic, useful and engaging content.
The content creator is a key player in this evolution.
They transform messages into stories, humanize communication and strengthen the bond between the brand and its audience. To take advantage of this new era, companies need to co-create, value creativity and rely on experts.
Contact us to build a strategy that puts content at the heart of your influence.
See you soon to boost your influencer marketing strategy.
