Research Outline

Content Creators/Influencers


To learn the advantages and disadvantages of using content creators and influencers for marketing purposes.

Early Findings

Advantages of using influencers

1. Relevance and consumer targeting
2. Building trust
  • Followers usually trust influencers. Trust takes a long time to form and, when influencers talk about a new brand, the audience finds it easier to trust the brand, according to Shane Barker. Thus, this type of marketing makes the audience more likely to try the product.

Advantages of using content creators

1. Offline branding
  • Apart from online promotion, content creators have experience in various fields that a company can use, such as design or writing. As such, content creators can also help companies create successful logos or create convincing testimonials, together with social media promotion.