As more brands shift budgets into social content and forge relationships with creators, there are a lot of lessons to be learned: some from what works well, and others from unfortunate mistakes and misaligned partnerships.
A panel at the TellyCast Digital Content Forum this week dug into some of the opportunities and challenges. Moderated by Dominic de Terville of DdT Consulting, it featured Chloe McCullough, YouTube channel lead at JD Sports; Joe Churchill, digital commissioning editor, branded at Channel 4; and content creator Luke Vernon, who has 2.4 million followers on TikTok.
McCullough explained how JD Sports has been working hard to build its relationships with creators and produce good content, while Churchill reported a flurry of inbound interest from brands looking to work with Channel 4 as they first dip their toes in the social-content waters.
“Sometimes they go away and do it well themselves. Sometimes they come back to us later after doing it not-so-well themselves!” he said. “Ultimately what we all want is brands to be spending more money on storytelling and content in social, rather than spending it on big expensive ad campaigns.”
Vernon agreed that he’s seeing more and more interest from brands. “We have the platforms, so they approach us in order to get their product pushed out to the millions or the hundred thousands that we have,” he said.
The panel agreed that brands can’t be too heavy-handed creatively when working with influencers.
“My biggest asset is them. If I’m working with them, it’s crazy of me to tell them to come on a YouTube shoot and tell them what to do!” said McCullough. “You’ll lose the authenticity, but so many brands get it wrong. They’re telling creators what to do and how to be and what to say.”
“When we’ve got freedom we can be ourselves,” agreed Vernon. Meanwhile Churchill addressed another aspect of working with brands: the way Channel 4 builds formats first and then thinks about what talent – be that from the traditional TV world or influencers – might work best for it.
He welcomed the fact that a growing number of production companies from the traditional TV world are exploring branded social content in 2024. “It’s really encouraging to see that linear indies are moving into this space in a really hungry way, eager to learn about it.”
However, McCullough had a blunt warning for production companies who think they can rinse brands’ wallets when setting budgets for their projects.
Some of you production companies are wild! People see a big logo and they just slap loads of zeroes on the end. If you send me a crazy budget with six or seven figures, I’m not even replying!” she said.
“I’m experienced enough to know what things should cost, so if you send me a budget that’s triple that, well, don’t bother sending it to me.”
Another trend is that brands are more willing to collaborate creatively on projects with creators, rather than simply hire them in for content already devised by the brand and its partner agencies.
““We will turn down work if you’re sending a full-on script of what I’ve got to say, especially if it’s going on my page. The audience are not stupid: they’re going to think ‘you’re selling out’,” said Vernon. “Don’t force the concept on the creator. Let the creator create for you.”
