Connecting Creators and Brands
The Creator Economy!
Yes! This is one of the biggest buzzwords of 2021, you may be tired of hearing over-exaggerated buzzwords, but the creator economy has a lot more layers to it than what is currently being thrown around.
I started my journey into the creator economy when I began digital marketing in 2018, I was interested in looking for digital channels that I could use to sell and promote my products online. The process began with me researching and studying all the traditional channels that I believe played a huge role for building some of the biggest online companies in the world, I looked into; Facebook Ads, Google Ads, Google SEO this all led me to stumbling into Influencer Marketing, this is where it all began….
The concept alone for Influencer marketing had always intrigued me, yes of course we have always been exposed to it, whether we were aware of it or not from the days of Marilyn Monroe making diamonds culturally relevant to Ronaldinho and other famous footballers becoming the faces of every popular Nike advert in the 2000’s. Brands have always looked for ways to connect with their audience using famous celebrities and cultural icons as the face of certain campaigns.
Let’s fast forward to the rise of social media today! Influencers have bridged the gap between celebrities and your everyday person. This means that you don’t have to Sing, Dance or Act or even be seen on TV in order to be famous. Social Media has become the new TV, people from around the world are now able to showcase their abilities and use that to grow a following of supporters.
After spending a few years working with E-commerce brands and helping them to create marketing campaigns, Xerses was born and launched in late 2020. The goal for Xerses was to help creators to create brands, we noticed the creator economy was becoming more relevant and we were set out to help creators who had grown a community of supporters to help them connect with their audience. We noticed the same problems with creators who wanted to create brands “How do I do it ?”And this was why Xerses was created.
A creator accumulates followers by triggering emotions in people that make them feel related to the creator in one way or the other, turning them in to a community of supporters who have something in common with the creator. We achieved our initial goal by partnering with Jason Lee from Hollywood Unlocked who owns one of the biggest media companies in Hollywood allowing him to expand his company and connect directly to the Hollywood Unlocked Community through a DTC E-Commerce brand.
Xerses brand building website, working with Hollywood Unlocked to create Merch that represents the culture.
TikTok has rapidly accelerated the growth of the creator economy by executing the ability to create engaging videos in a short time frame. Instagram and youtube instantly responding with Reels and Shorts this was proof that TikTok was onto something.
They always say judge a person by how they spend their money and with big tech finally putting their money where their mouth is by creating $1 billion creator fund this proves that this is an industry that should not be overlooked.
Connecting Brands and Creators
We saw a huge opportunity in the creator economy as the bigger creators were rebranding themselves and creating successful businesses or starting online businesses, there was a gap for the micro creators who want to get noticed by brands and get into the creator economy more so we decided to expanded into Xerses Management in mid 2021 where the goal was to help creators gain more exposure while simultaneously helping brands to create campaigns that convert. In that process we have been able to work with some huge brands such as Fashionova, Pinterest, Vogue, Wooga/switchcraft, Shein, Sheglam and much more.
Des’ree is a bodypaint creator who captures her audience through her amazing looks. This is one of the looks that was created for a campaign with Pinterest.
When Xerses management was started we realised that a lot of creators lack the in-depth knowledge of E-Commerce and how to actually convert/connect with their audience, and what it entails being a creator, there has been a lack of education in the creator economy not just with creators but with brands too which is very important when it comes to partnerships. Some of the most talented creators outside the top 1% are also struggling to gain the exposure necessary to partner with brands in order to earn a full time income from what they do best and enjoy.
The creator economy is a $106 billion industry and with iOS 14 making tracking less efficient for brands marketing online. Creators will be the pillars of a lot of marketing campaigns in this decade!
THIS IS WHY RAPID WAS BORN…
This is a future that we are excited to help create with the use of Rapid.
Rapid is a marketplace that focuses on connecting creators and brands, allowing creators outside of the top 1% to gain more visibility and earn a full time income as they’re doing what they’re good at. We’ll do this by continuing to partner with some of the biggest brands in the world to help build opportunities in the creator ecosystem.
Rapid focuses on creators.
We will help to build, connect and educate creators on how to make themselves more visible for brands and also show them what brands are looking for when sourcing talent to collaborate with. Rapid is more than a connecting system, we are bridging the gap, it’s a movement, the future of the creator economy. We are ready for a new and advanced future.
Are you ?
Written by; Joy Lola-James Rapid’s CEO.