A Flipbook about how Brands and Content Creators are now working together to build a better relationship with consumers.

1. Brands & Content
Creators
McKenzie Thomson
("Business identity. Blank stationery set on wood background · Free Stock Photo", 2017)

2. ("Free stock photo of business, computer, desk", 2017)
Thesis
The establishment of
content creators has allowed
brands to better access and
communicate with their
consumers through the use
of sponsored posts and
product collaborations.

3. Brands are always trying to find better ways to
communicate and build relationships with their
consumers.
(Works, 2017)

4. Advertising is
CONTENT("Free stock photo of forest, girl, hair", 2017)

5. In simple terms, this is the way brands are able to
create content for their consumers that is targeted to
their wants and needs.
("Free stock photo of apple, computer, cup", 2017)
Matrix, S. (2017). Module 02 Lecture 01: Promotional Media, Analyzing Adverts [Powerpoint slides].
Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/867276/View

6. In order to further this
development that ‘advertising
is content’, brands are now
using ‘celebrity’ endorsements
to communicate and entice
purchase.
Matrix, S. (2017). Module 02 Lecture 01: Promotional Media, Analyzing Adverts [Powerpoint slides].
Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/867276/View
("Services", 2017)

7. The use of content creators or social influencers is
another form of ‘celebrity’ endorsements in that the
end consumers trust and value the opinion of these
influencers and want to use their products
("Image: Mujer tomando foto con iphone - Piktochart Infographics", 2017)
Matrix, S. (2017). Module 02 Lecture 01: Promotional Media, Analyzing Adverts [Powerpoint slides].
Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/867276/View

8. It is now thought that brands “are more interested in
working with social influencers like YouTubers over
traditional celebrities”
("Free stock photos of video camera · Pexels", 2017)
("Brands would rather work with YouTubers over traditional celebrity ambassadors, says study", 2017)

9. For a new brand launching or a
brand launching a new product,
the use of social influencers
could be game changing.
("Free Image on Pixabay - Photographer, Photo, City, Street", 2017)

10. Brands could avoid the ‘long tail
effect’ and therefore the
discoverability dilemma and be able
to target a new audience otherwise
unreachable.
("Free stock photo of advice, advise, advisor", 2017)
Matrix, S. (2017). Module 01 Lecture 01: Media Convergence: Choice Abundance[Powerpoint slides].
Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/849732/View

11. THE POWER OF
BEING
DISCOVERABLE
TO CONSUMERS IS
INVALUABLE TO
BRANDS IN AN
EVER
COMPETITIVE
MARKET.
Matrix, S. (2017). Module 01 Lecture 01: Media Convergence: Choice Abundance[Powerpoint slides].
Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/849732/View
("Free stock photo of earphones, headphones, listen", 2017)

12. Based on the power the new ‘connected consumer’ has, there is also
new higher expectations which creates a ‘control revolution’ for
brands.
("Free photo Photography Digital Camera Lens Equipment Film - Max Pixel", 2017)
Matrix, S. (2017). Module 01 Lecture 01: Media Convergence: Choice Abundance[Powerpoint slides].
Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/849732/View

13. Brands want to control every
aspect that the consumer is
being exposed to and through
the use of social influencers
this can be achieved.
Matrix, S. (2017). Module 01 Lecture 01: Media Convergence: Choice Abundance[Powerpoint slides].
Retrieved from https://onq.queensu.ca/d2l/le/content/71613/viewContent/849732/View
("Free stock photo of adult, background, beach", 2017)

14. ONE OF THE
MORE POPULAR
FORMS OF SOCIAL
INFLUENCERS ARE
YOUTUBERS.
("File:YouTube-social-icon2.jpg - Wikimedia Commons", 2017)

15. YouTubers will create a video that may be
sponsored by a brand and will conduct a
product review or speak about the
product and the brand collaboration.
("Grayscale Photo of Computer Laptop Near White Notebook and Ceramic Mug on Table · Free Stock Photo",
2017)("File:YouTube-social-icon2.jpg - Wikimedia Commons", 2017)

16. VIEWERS THAT WATCH
THIS YOUTUBERS
VIDEOS WILL THEN SEE
THE PRODUCT, HEAR
THE REVIEW AND
IDEALLY PURCHASE THE
PRODUCT OR SERVICE.
("Free stock photo of app, apple, hand", 2017)

17. F O R A N E X I S T I N G
B R A N D T H A T I S
L O O K I N G T O R E V A M P
T H E I R C U R R E N T I M A G E
O R A S S O C I A T I O N S
C O N S U M E R S H A V E
T H E Y C A N U S E S O C I A L
I N F L U E N C E R S T O S T A Y
T O P O F M I N D .
("Free stock photo of art, artist, calligraphy", 2017)

18. ("Black Coffee Filled in White Ceramic Mug on Orange Plate · Free Stock Photo", 2017)
For an existing brand that is
looking to revamp their current
image or associations consumers
have they can use social
influencers to stay top of mind.
Matrix, S. (2017). Module 02 Lecture 02: Public Relations [Powerpoint slides]. Retrieved from
https://onq.queensu.ca/d2l/le/content/71613/viewContent/874618/View

19. “Expressions
are more
valuable than
impressions.”
("Business identity. Blank stationery set on wood background · Free Stock Photo", 2017)
Matrix, S. (2017). Module 02 Lecture 02: Public Relations [Powerpoint slides]. Retrieved from
https://onq.queensu.ca/d2l/le/content/71613/viewContent/874618/View

20. Popular YouTuber &
Filmmaker Casey Neistat
said it’s “not me
endorsing a product as
much as it is me sharing
my perspective on it”.
("Free stock photo of above, abstract, aerial", 2017)(Gianatasio & Gianatasio, 2017)

21. By having consumers see that
someone they trust likes the
product the brand is already
top of mind for consumers.
("Free stock photo of 18, apple, black-and-white", 2017)

22. ("Macbook Pro · Free Stock Photo", 2017)("Free stock photo of above, abstract, aerial", 2017)
("Google acquires FameBit to help YouTubers cozy up to brands", 2017)
To continue growing this market Google bought
FameBit so that YouTubers and brands can be
more easily connected in order to create
sponsored content.

23. In the future the way brands
collaborate with social
influencers will only grow in
pursuit of better relationships
with the end consumer.
("Free stock photo of blogging, business, coding", 2017)

24. The use of Social Influencers
such as YouTubers are an
invaluable way for brands to
connect with consumers.
("Macbook Beside Coffee Cup on Beige Woven Tray · Free Stock Photo", 2017)

25. References
Black Coffee Filled in White Ceramic Mug on Orange Plate · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/black-
coffee-filled-in-white-ceramic-mug-on-orange-plate-89786/ Brands would rather work with YouTubers over traditional celebrity ambassadors, says study. (2017). The
Drum. Retrieved 5 March 2017, from http://www.thedrum.com/news/2016/06/13/brands-would-rather-work-youtubers-over-traditional-celebrity-ambassadors-says-study
Business identity. Blank stationery set on wood background · Free Stock Photo. (2017). Pexels.com. Retrieved 5 March 2017, from
https://www.pexels.com/photo/business-identity-blank-stationery-set-on-wood-background-6372/ File:YouTube-social-icon2.jpg - Wikimedia Commons. (2017).
Commons.wikimedia.org. Retrieved 5 March 2017, from https://commons.wikimedia.org/wiki/File:YouTube-social-icon2.jpg Free Image on Pixabay - Photographer,
Photo, City, Street. (2017). Pixabay.com. Retrieved 5 March 2017, from https://pixabay.com/en/photographer-photo-city-street-1805317/ Free photo Photography Digital
Camera Lens Equipment Film - Max Pixel. (2017). Maxpixel.freegreatpicture.com. Retrieved 5 March 2017, from http://maxpixel.freegreatpicture.com/Photography-
Digital-Camera-Lens-Equipment-Film-690163 Free stock photo of above, abstract, aerial. (2017). Pexels.com. Retrieved 5 March 2017, from
https://www.pexels.com/photo/above-abstract-aerial-bird-s-eye-view-315590/ Free stock photo of adult, background, beach. (2017). Pexels.com. Retrieved 5 March
2017, from https://www.pexels.com/photo/adult-background-beach-blue-296282/ Free stock photo of advice, advise, advisor. (2017). Pexels.com. Retrieved 5 March
2017, from https://www.pexels.com/photo/people-office-team-collaboration-7075/ Free stock photo of app, apple, hand. (2017). Pexels.com. Retrieved 5 March 2017,
from https://www.pexels.com/photo/mokup-smartphone-technology-phone-34407/ Free stock photo of apple, computer, cup. (2017). Pexels.com. Retrieved 5 March
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from https://www.pexels.com/search/video%20camera/ Grayscale Photo of Computer Laptop Near White Notebook and Ceramic Mug on Table · Free Stock Photo.
(2017). Pexels.com. Retrieved 5 March 2017, from https://www.pexels.com/photo/grayscale-photo-of-computer-laptop-near-white-notebook-and-ceramic-mug-on-table-
169573/ Image: Mujer tomando foto con iphone - Piktochart Infographics. (2017). Google.com. Retrieved 5 March 2017, from https://www.google.com/imgres?
imgurl=https://piktochart.com/wp-content/uploads/2016/07/Selfie-desde-un-iphone.jpeg&imgrefurl=https://piktochart.com/es/blog/evolucion-de-narracion-visual/mujer-
tomando-foto-con-
iphone/&h=2586&w=3970&tbnid=pHsT7E2jsMlL_M&tbnh=181&tbnw=278&usg=__l7cc_dQFZ6_66JUI7TyeGcYT3RE=&hl=en&docid=Q8D0rCipS8_VCM#h=2586&imgrc
=pHsT7E2jsMlL_M:&tbnh=181&tbnw=278&w=3970 Services. (2017). Rob Forbes. Retrieved 5 March 2017, from https://www.movingcanvasmedia.com/services.html
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https://happinessworks.com/insights/2017/01/24/why-workplace-culture-needs-systems-thinking/ Free stock photo of 18, apple, black-and-white. (2017). Pexels.com.
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Creators Who Electrify Fans by the Millions. Adweek.com. Retrieved 5 March 2017, from http://www.adweek.com/digital/10-viral-content-creators-who-electrify-fans-
millions-165991/ Google acquires FameBit to help YouTubers cozy up to brands. (2017). The Verge. Retrieved 5 March 2017, from
http://www.theverge.com/2016/10/11/13246710/youtube-famebit-branded-content-product-promotion Macbook Beside Coffee Cup on Beige Woven Tray · Free Stock
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