“Trust is a priceless commodity that every brand must build in order to compete in a market where consumers have seemingly endless purchasing options,” said Sprout Social CMO Scott Morris, referencing the company’s 2024 report on the growing impact of content creators in retail.
Today, a powerful parasocial bond has emerged between YouTube viewers and the authentic, charismatic creators they follow. This trust is so profound that loyal subscribers are seamlessly converted into customers when their favorite creators promote consumer products.
Brands are catching on to this unique dynamic, leveraging these genuine connections through strategic partnerships with creators and seamless ad integrations within their content.
But it’s not just brands recognizing the value of this ‘return on trust.’
Content creators, particularly those with a strong YouTube presence, are also seizing the moment. They understand the power of their influence and are increasingly aligning with brands they love — or at least those that match their personal ethos.
Creators are pushing their earning potential beyond YouTube AdSense, seeking new, lucrative ways to monetize their audience by promoting products directly.
While consumer brands tap into the vast reach of creators to boost awareness and sales, creators are equally driven to ensure fair compensation for their role as trusted spokespeople.
However, this mutually beneficial relationship has faced a roadblock: The lack of a seamless intermediary to connect creators with brands on a large scale.
Traditional agencies exist, but their steep fees often cut deeply into creators' earnings.
At Fieldbook Studio, an Arkansas-based High Alpha Innovation venture studio focused on startup creation tied to the retail value chain, we see an opportunity to disrupt this model and bridge the gap, creating a more efficient, cost-effective solution for both creators and brands.
How digital content creators are shaping the future of retail
"Content creators and influencers are now achieving the same level of engagement once reserved for traditional advertising methods like billboards, print ads and TV commercials," marketing expert Shama Hyder recently wrote for MarTech.
This shift has sparked a change in how major retailers and CPG brands approach marketing.
The old-school tactics just don’t deliver the same impact. Now, brands are redirecting their ad dollars to Connected TV, which has led to a growing trend:
Creators transitioning from crafting videos for social media to developing content for TV networks and streaming services
In fact, many creators are now producing 15- and 30-second spots for CPG partners to run on these platforms, driving a multi-billion-dollar shift in the retail marketing landscape.
The numbers speak for themselves:
- Deloitte research discovered 42% of “high-ROI” brands are heavily investing in creator partnerships to fuel their social media strategies.
- A Matter Communications survey found 81% of consumers said posts from content creators influenced at least one purchase decision in 2022.
At Fieldbook, we see this evolution as a major opportunity.
Our vision is to create a streamlined platform that connects CPGs and retailers with the right creators, allowing them to amplify their reach while keeping budgets under control. By leveraging user-generated and scripted content, brands can maximize their return on ad spend (ROAS).
For creators, this platform would make it easier to partner with brands that align with their audience, creating customized marketing campaigns that resonate.
We believe the future of retail lies in this collaboration, and we're exploring innovative tech solutions to make it a reality. (Stay tuned, as we continue to bridge this gap.)
Harnessing the power of personality to drive omnichannel retail success
Fieldbook believes there's a big benefit to uniting content creators with similar audiences.
Doing so can amplify their reach, enable them to pool resources, and help them launch their own consumer products that boost and diversify their revenue streams.
Major brands are already proving the power of a similar model:
- NBCUniversal’s Paris Creator Collective brought together 27 creators to cover the Summer 2024 Olympics on YouTube, TikTok, and other platforms.
- Kimpton Hotels & Restaurants tapped travel influencers worldwide for its Stay Human Creator Collective, which creates fashion, food, and lifestyle content.
- No7 Beauty Company partnered with the British Beauty Council to develop a collective of skincare educators, blending expert insights with engaging content.
Fieldbook’s vision is to build on these existing creator collective concepts, and take it further: Create a fully integrated retail and media network that delivers even more value to both CPG brands and content creators.
Streamlining video production for creators to amplify their growth
At the heart of a creator collective lies a powerful shared-service solution: centralized video editing and optimization. This service doesn’t just help creators gain more subscribers and video views. It also transforms the way they manage content production.
YouTube creators who generate thousands, or even millions, of views are familiar with the cost per mille (CPM) revenue model. But by joining a collective with like-minded creators, they unlock access to a far more efficient system.
Pooling their resources allows them to appeal to brands with a broader, more coordinated offering, positioning themselves for larger contracts and greater visibility.
The true cost advantage of this collective is the centralized production support:
- Creators benefit from high-quality video editing, stylization, and optimization services tailored to their unique content.
- Many creators lack the time or patience to leverage YouTube’s A/B testing features for thumbnails, while a centralized operation can be built to optimize the thumbnails — which are essentially the product packing of the video content world.
- By taking these time-consuming tasks off their hands and creating a center of excellence around them, creators can focus entirely on what they do best: delivering engaging content to their audience.
This streamlined approach not only elevates the quality of their videos but also frees up more time for creators to focus on growing their personal brand and reaching new heights in their careers.
Enabling CPGs to tap into demographic- and psychographic-based creator groups
Emerging CPG brands must think outside the box to compete with big incumbents. That's why many newer and smaller consumer companies are building relationships with content creators.
We believe providing CPGs access to a large and diverse collective that features multiple groups of creators who been trained on brand safety — bucketed together based on target-audience data points like age, location, interests, and behaviors — could enable them to more intelligently select creators they most want to partner with to sell specific products.
This prevents them from having to source content creators on their own, a process that historically takes up a lot of time and money. Instead, they could have a curated list of creators to pick from who they'd like to represent their brand and sell their products.
Factoring brand, consumer, and creator trends into our venture-building approach
This is just one new startup concept currently being explored and evaluated at Fieldbook.
We're constantly analyzing the pain points and needs of stakeholders across the retail value chain, creating business concepts around those problems and preferences, and testing and validating our assumptions to ensure we develop viable and venture-backable startup ideas.
Streamlining relationship management for CPG brokers. Providing AI and analytics tools to help retailers improve operations. Helping small stores promote their brands to the right audiences.
These are just a few focus areas the Fieldbook team is investigating, with the goal of launching entirely new tech companies to address these opportunities and others like them that emerge.
