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It feels like everything's changed. Remember when brands were all stiff and formal? Suits, boardrooms, serious faces…now it feels like they're trying to act like the YouTubers and TikTokers! Every company is trying to be 'real' or 'authentic' when the truth is that a lot of these people would probably act the same as the old stuffy brands if they were in charge. So, what is actually happening? Why is everyone pretending? Is it just marketing fluff or something real? The truth can be explained better if the topic has a little bit more discussion with more specific points.
One HUGE reason brands are acting more like internet creators is content. Everyone online has lots and lots of followers, especially when they produce tons and tons of content! That's also a smart play for business; if they can get you subscribed to something, they will be able to reach you more often, which will increase engagement. It is all about the engagement. All the big-time brands are thinking about this and planning what this should look like. Instead of just occasional TV ads or magazine spreads, they are making daily videos, social media posts, blog articles, and it goes on and on.
Another important part is the push for authenticity. People are tired of heavily edited ads. People want something more natural. All those famous internet stars, YouTubers, and TikTok people got huge because their content feels like it is "real." These people actually get to show off their personalities! They get to show off what they actually care about! They get to say exactly how they do or do not like a particular product! The viewers who get the video are much smarter than the people in business who are hoping to get exposure. It makes sense for companies to take those steps to become "authentic."
The whole customer expectation thing has shifted. People want interactions now, not being shouted at or talked down to. They like direct engagement. If a customer is having a bad day, they don't want an automated explanation of something; they just want to engage with an actual person! They also want input. They need brands to listen; brands that actually respond to comments, run polls, and take customer requests seriously will get more attention. It is also something about being heard; it actually matters.
Trying to be a YouTuber when you are a huge brand can also backfire. What if the jokes are silly? What if it comes off as fake? What if people just decide they do not like it? There is actually something even bigger; when brands try to be "cool," they can actually end up seeming out of touch. Remember the old celebrities dressed like normal people? It is the same thing; people start to notice and think it is weird. Another risk is not truly understanding the culture the brands get into. This will lead the consumer to believe a lot of weird things about those brands.
Internet creators rely heavily on analytics. They keep track of everything: who watches what, how long they watch for, where they click, and all of the other interesting things that are tracked and measured. Brands are figuring out that they should act similarly and use the numbers to find out exactly what people like. Old-fashioned advertising was more like just guessing. This new approach should be what most businesses embrace; there is definitely still a component of guessing that has to be taken into account when running a business.
Creators build audiences over long periods. They don't just vanish after one or two viral videos. They keep creating forever. Every single day. It can be many years! Businesses are starting to understand that building a long-term relationship with consumers is worth so much more than trying to get quick sales. That's also because customers get really dedicated and defend those who are being attacked. That is a really crazy situation to view in real time because it looks like there are cults! Overall, taking action to keep those long-term relationships will pay handsomely in the near and long term.
If you are working hard on getting more people to see your content on places like YouTube, it might be tempting to enhance engagement quickly. There are lots of options, and there are places where you can go to get the necessary boost, but a word of caution: always research who you choose. Not all of the vendors out there are good options; it's necessary to be informed. There are so many websites that make so many promises and then fall through.
Brands trying to act like internet creators aren't stopping. All kinds of companies are trying it; every single corner of the market is changing. The key is for brands to be smart about how they do it: remain authentic, listen to followers, and avoid trying hard. If they can get this done, that will be really awesome for those brands' consumers.