How Content Atomization Maximizes the Value of Brand-Creator Partnerships

How Content Atomization Maximizes the Value of Brand-Creator Partnerships thumbnail

Opinions expressed by Entrepreneur contributors are their own.

Content Atomization is the process by which a brand’s narrative is broken down into smaller pieces of content that each convey a small portion of the larger story. A brand like Nike might want a big-picture story to show the incredible athletic feats it products enable. It can also atomize the content into targeted stories that appeal to different audiences and products across multiple channels and locations.

Many brands have worked with creators through influencer marketing, which often sees businesses spend upwards of $100,000 to pay celebrities with millions of followers to promote their products. Brands can use atomization to unlock a small but engaged group of creators who can promote specific aspects of their products to targeted audiences. Brands can do this for a fraction the cost of celebrity influencer campaigns.

Content atomization can maximize the value of brand-creator partnerships by helping businesses highlight every strength of their products and services, relate to diverse audiences across channels and generate more data to optimize campaigns.

Related: 5 Reasons Why You Need to Take Advantage of Influencer Marketing

Highlight every strength of your product

With a typical celebrity creator campaign, a brand might spend tens of thousands of dollars to have the celebrity barely mention their product or flash it for a second during a 30-second video. With atomized content created by dozens of ambassadors, or everyday creators, brands can dedicate each video to a specific selling point of their offering to reach different audiences and maximize its appeal.

Consider the soap brand as an example. One ambassador might be chosen by the brand to highlight the product’s high quality relative to its price. Another ambassador might be a middle-class mother who will promote the product to other price-conscious families. Another video might feature a 20-year-old ambassador touting the product’s green credentials, such as the reusability and recyclability of its packaging.

This allows brands to not limit themselves to highlighting one aspect of their products, or to cramming multiple messaging points into one video. They don’t have to be limited to a single message point, and risk losing credibility. They can highlight all the strengths of their products, and find the right ambassador to help them do so cost-effectively.

Relate to diverse audiences across channels

Another advantage of atomized brand-creator relationships is the ability to relate with diverse audiences. Historically, advertising campaigns involved tapping individual models or celebrities to be blasted to TV screens or billboards across the nation or globe. This meant that brands had to decide which audiences to target or focus on a few people to speak to the many audiences.

Content atomization is changing the game. When working with 100 creators instead of one or two celebrities, brands can collaborate with ambassadors across genders, ages, ethnicities and locations, finding creators who connect with a wide array of communities. They can also take advantage of the relatability factor that everyday creators offer. This is especially true for niche products that are more expensive or less well-known. Consumers may be more inclined to adopt these products if they know someone who is doing the same.

Content atomization is similar to content selection. Brands don’t have to choose one channel, but can own and reuse hundreds of videos across multiple channels. Maybe the brand partners with some creators who specialize on TikTok, some on YouTube and others on Instagram Reels. Some videos might be suitable for posting across channels or redistribution via paid social media or display. This is possible because content atomization allows brands create cost-effective content at large scale.

Related: TikTok vs. IG Reels: 3 Reasons Why Your Brand Must Leverage Both

Generate more data to optimize campaigns

Tomizing content can also increase the brand’s investment value. It creates thousands data points that allow brands understand who is effective on which channels, what works well, when to post, and who they should try harder to reach.

The data machine powered content atomization should only get more efficient over time. With each campaign, brands can identify creators with whom they will partner again and find new creators to continually optimize partnerships. They can also give back-to-back creators data-driven feedback to both the brand as well as the creator to increase the value of their partnership. This is especially useful for ambassadors who are paid a commission and not based on follower counts.

Brands can also derisk their creator partnership strategy by using content atomization. They aren’t spending thousands of dollars on one video or influencer. In addition, it helps them adapt to market changes, as instead of plugging a huge part of the marketing budget into a single campaign, brands can spread out spend over time, staying nimble and evolving their strategy to accommodate learnings and external events.

Digital marketing has become more data-driven, targeted, and granular over the past decade. Why shouldn’t creator-driven marketing become a popular trend? With content atomization, brands can maximize the value of creator investments, set both themselves and their creator partners up for success, and offer consumers relatable representatives who look and talk like them.

Related: How to Get Influencers to Promote Your Brand

Read More