Key takeaways:
- Creators are focused on building long-term, meaningful partnerships and choosing quality over quantity
- There is an increased interest in working in the wellness and nutrition sectors, and with affordable, sustainable brands
- Although short-term content is increasingly popular, YouTube has stood the test of time
- There is a huge demand for television work, both from influencers and broadcasters
âOur whole mission as a business is to prioritise everything off-platform,â says Bronagh Monahan, co-founder of MonRae Management. âWe are a talent-first company. We look at an individual’s talent and decide who they are when theyâre not online.â
Monahan says the companyâs roster of creatives is focused on building long-term, meaningful partnerships with a lasting impact. Choosing âquality over quantityâ is important and Monahan says she works closely with brands to produce original ideas that align with the talentâs image.
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One example is makeup artist and activist Sasha Pallari, who launched the hashtag #FilterDrop in 2020 to call out the overuse of filters and face-altering apps online. The hashtag evolved into an Instagram conversation series, with every episode sponsored by a different beauty brand- the most recent being Cult Beauty. However, next year Monahan wants the series to have just one headline sponsor.
MonRae is also working on incentivising brands to try new ideas that they may get better value from, rather than the standard #ad on Instagram, says Monahan. By creating more âpress-worthyâ formats, the co-founder hopes their partnerships will have a bigger impact and create positive change.
Nowadays, influencers prefer to partner with brands that align with their content and resonates with their audience because this will drive higher engagement. Katie Wallwork, director of talent at social creative agency The Fifth, says: âCreators are looking to work with brands that fit seamlessly with their content and overall messaging. âThey donât want to work with brands that they wouldnât use organically, in fear of their content looking like a paid piece of work.â
Wallwork notes a desire to work with sectors that are of increasing importance to society. âWe are seeing huge upticks in wellness and nutrition,â she tells CORQ. âThe cost of living crisis means more creators are turning to affordable, slower solutions across food and fashion. It has never been more important to adopt a âless is moreâ approach to consumption and our talent are hyper aware of this right now.â
Melanie Kentish, managing partner of Gleam Futures, says creators can add value by being involved in the product development process so they can help shape the product and better understand the core mission. âTalent will know what will resonate with their audience, and as a result, they can tell a more rounded story as opposed to reading a press release,â says Kentish.
Alex Myers, founder and global CEO of Manifest Group, also appreciates the benefit of this value exchange, but notes the success also relies on the talentâs reach, which comes down to the social platform. âThe platform that [agencies] need to be working on really depends on your audience and your objectives,â he says. âA strategy needs to ladder into a strategic imperative, which will subsequently ladder into our business goals.â
While thereâs an increasing hunger for short-form content, MonRae Management still prioritises YouTube talent over everyone else. âYouTube has stood the test of time,â explains Monahan. âYouTube has launched some of the biggest talent in the space, because you get to know the person and spend more time with them.â
MonRaeâs Dan Middleton, the successful gamer and YouTuber better known as Dan TDM, proves audiences are still tuning in to long-form platforms. âAt his peak, Dan was sharing two videos a day,â says Monahan. âHis consistency was what made him successful. He sold 25,000 tour tickets, hosted stadiums and always acknowledged his responsibility.â
So, for big talent like Middleton, what can 2023 offer? MonRae is dedicated to building a business for talent that doesnât rely on them having to show up, by building a recognisable logo. Monahan says the two best ways to do this are through apparel and books, both of which Middleton has conquered.
Wallwork says there is a huge demand for TV appearances, with many influencers evolving into more traditional celebrities because they are the faces Gen Z want to see. She adds production companies are increasingly investing in digital talent because they know it will âelevate their programsâ.
As a result, talent are moving away from commission-based work. âBrands undervalue their content-creation abilities and their hard work,â says Wallwork. Undeniably, talent hold immense sales power, but this shift is the power of brand association and education. âThe fact is that when content is paid for, it has superior quality and effectiveness,â she adds.
As an agency, The Fifth is shying away from Instagram Story-only content. Wallwork believes all content has longevity and potential beyond a 15-second burst. Instead, Stories should be supporting assets to provide sales, or informative links, rather than a campaign in isolation. âOur talent want to connect with brands, embrace their messaging and learn how to properly represent them online, rather than provide them with throwaway content.â
Arguably, âauthenticityâ has become a buzzword used by brands to leverage customer loyalty, says Monahan . She references finance creator Bola Sol, who uses her platform to discuss money matters and empower women to take control of their finances. Sol typically works with large brand clients who usually have media agencies managing their campaigns, which Monahan believes is an inefficient way to work on social content.
Instead, Monahan says the best partnerships stem from a mutual appreciation and understanding from both the talent and brand. She criticises brands for presenting talent with scripted content, despite wanting them to appear authentic. âPeople are cottoned-on to the content that is hyper-produced,â she said, and it wonât stand the test of time.
By Abby Oldroyd, staff writer for CORQ.Â