The Importance of Choosing the Right Collaborations
The content creation industry has become the cornerstone of all modern digital marketing activities. According to one of the leading market research and business intelligence companies, the global market size for content creation reached USD 12.2 billion in 2021. It will continue to grow at a CAGR of 12.50% from 2023 to 2028, reaching a market value of $27.73 billion by 2027. Given the size of the market, the rate at it is growing, and with almost zero barriers to entry, new content creators find themselves in a crowded content creation industry.
Industry players, especially those who are new, often turn to collaborations to accelerate their growth and surpass their competition. It is a proven and effective strategy corroborated by many instances where up-and-coming content creators experience an immediate and massive uptick in their followers. Collaborations are usually mutually beneficial for all parties that enter the collaborative partnership. However, entering the wrong partnership may mean irreparable damage to one's brand, akin to brand suicide.
Wrong partnerships happen when content creators focus too much on growth metrics and forget the industry’s most important currency: Trust and Transparency. Trust is intangible, takes time to build, and is easy to lose. Loyal followers gravitate towards trustworthy content creators and will likely continue to support them by following them on their social media platforms. Content creators with impeccable credibility can acquire more followers faster with the least effort.
That is the reason why credibility is crucial for influencers or brands. One metric common for measuring the credibility of a content creator is by looking into the number of followers it has on its platform. It is widely believed that brands with the highest number of followers are the most credible. These brands remain credible if the message they convey to their target market is authentic. These content creators do not release content just for the sake of creating one but because they have something of value to share in their unique point of view.
Authenticity is also crucial to content creators. It not only attracts followers but also entices existing ones to stay. Consumers in the content creation industry appreciate authentic content, and one-way creators can do this is by being transparent in all aspects of their content. It is important to remember that the market has matured enough to know when creators are only churning out content for the sake of having one daily. It only takes one comment from one audience to point to this phenomenon.
It is especially true in collaborations. Too often, many collaboration lack trust. The pressure of creating content and “Fear of missing out” FOMO have diluted the desire to conduct due diligence resulting in irrelevant and unpurposeful partnerships, resulting in content creation that does not resonate with the general direction or theme of the brand. It turns off customers as they are tired of inauthentic influencers whose only purpose is to exploit the algorithm of the platform where they published them.
Content creators seeking collaborations should establish qualifying questions to help them identify worthwhile collaborative partnerships. Questions like, “Do we share the same values?” or “Does their message resonate well with my audience?”. These questions should identify any conflict of interest before executing a collaboration. Longevity is the key to the creator economy. The short-term gains should not overshadow the probable long-term effects of this collaboration.
Successful influencer-brand relation is built over time with consistency, as such collaborations should stay consistent with the general direction of the content audience expects. Collaborations should always be genuine relationships, or else they will not succeed. It should be rooted in the firm belief in the message of the content both parties share with their respective communities. The more authentic the message is, the higher chance the collaboration will succeed.
Partnerships with organizations that have affiliation with entities that do not echo one's values can be an existential risk to a brand. It is prudent to remember genuine collaborations entail sharing values, knowledge, resources, and honest communication. Its positive effects are long and lasting. Fewer but more meaningful and purposeful collaborations are far more effective than low-quality monthly collaborations that the audience finds valueless and, at times, confusing.
There is a strong temptation for content creators to accept each collaboration that comes their way. Most are predisposed to accept them, given the creator economy is a numbers game. Collaboration gives both creators instant access to one's community which may have taken years to build. Precisely the reason why conducting due diligence is of utmost importance. When pursuing a collaboration, one should always ask: “Is the benefits of this collaboration outweighs its associated risks?”
It should be the primary qualifying question for content creators considering collaborations. Short-term benefits should not outweigh the probable long-term adverse effects on one’s reputation. It is worth remembering that rebuilding trust is many times more difficult once it is already broken and sometimes can never be regained at all. On the other hand, collaboration is an effective strategy to accelerate the growth of your community, if done correctly, by choosing the right ones.
About Block Tides
Block Tides is a leading top-notch Award-Winning PR & Marketing Firm with full service for Growth Hacking, Sales, Social Media Management, Branding, Content Advisory, Media Distribution Services, Investor Relations, Public Relations, Events, and Community Management) creating impactful results with conversions globally in Blockchain, Technology, DeFi, NFT, Metaverse, AI, IoT, GameFi, and emerging technologies.
It was established in 2016 and has been operating to serve clients globally for over half a decade. They are composed of experienced, driven, and passionate professionals. They are experts in their specialty areas and consistently deliver strategic, result-driven launches and campaigns for their clients.
The company has been instrumental in the successful launch of a multitude of companies involved in Blockchain Technology, Fintech, DeFi, NFT, Metaverse, AI, IoT, GameFi, and other emerging technologies. They share their creative spirit with the largest and leading Blockchain & Crypto media in Asia with Blockchain Innovation Tour, Block PR Asia, and Asia Token Fund.
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