Lost In Found Podcast: Alex Morrison, CMO of Pearpop

The Evolution Of The Creator Economy

When it comes to the world of creator marketing, few people have as much experience and knowledge as Alex Morrison. As the Chief Marketing Officer at Pearpop, a leading Creator Marketing Platform, and in his former job as the leader of the Creator Studio at innovative ad agency R/GA, Alex has grown up with the creator economy. Furthermore, the creator economy clearly has a lot of growing left to do. It seems every week there are new opportunities for brands and creators to collaborate on content that resonates with their shared audiences. In this episode of LOST IN FOUND, Alex dives into what brands need to do to find the right creators for their campaigns.

The creator economy has grown exponentially in recent years. With more than 50 million people worldwide considering themselves creators, it’s no surprise that brands are eager to tap into this growing market. It’s not just about finding a large audience though; it’s also about finding the right audience. Alex encourages brands to look for creators who share their values and have a genuine connection with their target audience.

When it comes to working with influencers, Alex recommends taking a long-term approach rather than focusing on short-term gains. He suggests building relationships with influencers over time so that you can create content together that will resonate with your shared audiences. This type of collaboration can be incredibly powerful when done correctly, as it allows both parties to benefit from each other’s expertise and reach.

Finally, Alex advises brands to think outside the box when looking for creators to work with. He suggests exploring different platforms such as TikTok or Twitch where you may find unexpected talent who can help take your brand’s message further than ever before. By being open minded and creative in your search for influencers, you can find unique opportunities for collaboration that will help your brand stand out from the crowd.

At the end of the day, finding success in the creator economy requires a combination of creativity and strategy—but if done right, it can be incredibly rewarding for both brands and creators alike! To learn more about how brands and creators are evolving together in today’s digital landscape, be sure to check out Alex Morrison’s full interview on the LOST IN FOUND podcast!

WRITING THE CONTENT BRIEF

When you're working with any creator, you're handing your brand over to another creative brain. Be sure you've got a complete brief in place and everyone understands the objectives. Here's 6 tips for the modern marketer who wants to work with any creative partners (including the Found Content curators at Catch+Release):

• Goals & Objectives: Clearly define your campaign’s goals and objectives so that everyone involved knows what success looks like. Are you looking for engagement? Or just reach? There is no wrong answer. But make sure everyone is on the same page.

• Audience & Demographics: Outline who you are targeting with your campaign so that content creators or influencers can create content tailored to your audience’s interests. Better yet, make sure your creator has the right audience from the start.

• Messaging & Tone: Describe how you want your message to be communicated by content creators or influencers so that they can create content consistent with your brand’s voice. Examples help. But again, don't make a creator be a different person. Find partners who naturally fit.

• Deliverables & Expectations: Specify what you expect from content creators or influencers in terms of deliverables such as post frequency, type of posts (e.g., photos vs videos), etc., as well as any other expectations such as tagging brands in posts, etc.

• Compensation & Timelines: Include details about compensation for content creators or influencers as well as timelines for when deliverables need to be completed by both parties.

• Legal Requirements: Make sure to include any legal requirements such as copyright information, FTC disclosure rules, etc., so that all parties are aware of their obligations under applicable laws and regulations. If you need licensing help, give us a call.