Boosting Brand Awareness With Digital Content: A Guide for Creators
Reading Time: ~4 Mins | Written By: Mackenzie Bergman
In 2024, at least one thing remains the same; content reigns supreme. Content is the bridge between creators and their audiences, and it has the power to bring brands to new heights. Because of this, the demand for engaging and relevant content is higher than ever.
This presents creators with a unique opportunity not only to showcase their creativity but also to significantly enhance brand awareness in the process. Let’s dive into some ways creators can continue to boost their brand awareness and find success this year:
Authenticity helps your brand build trust with your audience at a time when there is so much information overload. When aligned with a brand, this connection can significantly enhance brand awareness. Whether it's sharing personal experiences, behind-the-scenes glimpses, or unfiltered thoughts, authenticity fosters relatability, a powerful tool for brand awareness.
To avoid appearing inauthentic ensure that brand partnerships are aligned with your brand and personality, and values remain the same no matter which channel you’re on. Most importantly though, just be yourself from the get-go! If you’re truly being yourself and sticking to your own moral compass, you don’t have to stress too hard about remaining authentic to your audience.
When a creator has consistent branding across all of their platforms it instantly makes their brand more recognizable, and therefore increases brand awareness. A few ways to do this are:
Define your brand’s identity, including the values, personality, and overall look and feel.
Use a unified name or username across all channels that is easily recognizable for your followers.
Ensure your tone of voice stays consistent across all platforms.
Using the same branding elements, such as profile photos and banner images, can also help with that instant recognition of your brand.
Strategic collaborations with brands can mutually benefit creators and businesses, expanding their reach while engaging a more targeted consumer base. Creators always need to be thinking about their audience's wants and needs. When deciding which brands to collaborate with, it is crucial that the partnership not only feels authentic to your brand, but also provides genuine value to the audience.
In this video, Clara Pierce partners with Crest White Strips, creating content in a style formatted just like the non-sponsored content her followers already know and love her for.
In this TikTok, we can see that the creator doesn’t make the video about how great or exciting this product is. She simply showcases it so it is instantly recognizable for the audience, and touches on how it improves her daily life in a video formatted to look just like her other videos.
Creators are storytellers at the end of the day, which makes effective storytelling a potent tool for creators. By creating an engaging narrative around a brand or product, creators can capture the audience's attention and leave a lasting impression. Storytelling creates an emotional bond, making the brand more memorable in the minds of the audience. By ingraining your personality and always relating your content to your audience, you’re being an effective storyteller. Creators who simply read a scripted promotion from brands without conveying it engagingly to their audience, or don’t take the time to consider if the product is of interest to their audience, are not effective storytellers.
In this example, Sydney Adams didn’t just outright say “Let’s try on new Lululemon products!”. Instead, she enticed her followers with an engaging and trending opening line which authentically led into her #Ad with the brand.
Diversifying content across various formats ensures a broader reach. Video content, blog posts, podcasts—each format caters to different audience preferences. Creators should experiment with a mix of content types to engage a wider demographic, while always keeping one crucial question in mind: Is this authentic to my brand and for my audience? While it’s important to try new things and experiment with new types of content, you always want to make sure you’re sticking to the key messaging of your channel and the reasons why your audience follows you.
Building a community around your content is vital. Responding to comments, conducting Q&A sessions in your Stories, quickly replying to DMs, and actively engaging with the audience fosters a sense of belonging. This engagement not only strengthens the creator-audience relationship but also works to increase the authenticity factor of your online presence. Beyond the more personal benefits, engaging with other creators’ similar content gets your brand name out more and can help attract an even wider like-minded audience.
Using Digital Content for Brand Awareness
Content creation goes beyond personal expression—it is a powerful vehicle for boosting brand awareness. Creators can influence and connect with audiences, and by aligning their content with brands strategically, they can contribute to the growth and success of those brands. In years to come, the unique relationship between creators and brands will play a pivotal role in shaping the future of digital content and brand awareness.
