Why Creator Content Belongs at the Heart of Every Marketing Strategy

The days of limiting your creator content to a single platform are long gone. In this new age of marketing, audiences now demand authentic human voices far more than conventional ads, and if you're not delivering across all channels, you're missing out. A strategy that embeds human content at the heart of everything you do – across all platforms – is where you and your brand can achieve the biggest impact. 

Why Human Content is Your Brand's Most Powerful Asset 

Data from a Nielsen study reveals a powerful truth: 92% of consumers trust User-Generated Content (UGC) over brand-produced messages. This preference for genuine human expression builds a level of trust that polished corporate content cannot match. This trust translates directly into tangible business outcomes, with data from our influencer marketing brand, GOAT, showing an 85% increase in conversion rates when leveraging content created by people for people – what we call Human Content. Because this content is more relatable and engaging, it ensures your message is not just seen, but absorbed and acted upon, driving measurable results. 

Influence Everywhere™ - across all channels 

To truly maximize your return on investment and achieve widespread impact, your strategy must embrace a multi-channel approach by integrating the human aspect across your entire media ecosystem—what we call Influence Everywhere™. This method is proven to be more effective, as our data indicates a 21% average CPM efficiency on digital channels when content that includes people is utilized. This demonstrates that strategically distributing authentic content delivers superior, more cost-effective performance across all platforms. 

Consider the sheer breadth of channels available today: 

Paid Social & Digital: Beyond organic posts, human content can supercharge your paid social campaigns, display ads, and programmatic efforts. 

• Traditional & Emerging Media: Think beyond digital. The human aspect can be integrated into VOD/TV, print, audio & podcasts, and even out-of-home (OOH) advertising. 

• Owned Channels: Your website, email campaigns, and e-commerce platforms are prime locations for human authenticity to build trust and drive conversions. 

• Experiential & Community: Events, employee engagement, and community building initiatives are all enhanced by genuine stories and interactions from different types of people. 

By putting human content at the heart of everything you do, you're not just running campaigns; you're building a cohesive, authentic brand narrative that resonates across every touchpoint. 

If you need inspiration for expanding your creator content or a detailed strategic plan for execution, your local specialist is ready to help. Contact them today to get started. 

• Denmark: Anna Rønn Schmidt, Senior Strategy Specialist at [email protected]  

• Finland: Netta Verma, Senior Influencer Specialist, at [email protected] 

• Sweden: Johanna Östling, Strategy Director GOAT, at [email protected] 

• Norway: Elisabeth Holm, Influencer Strategist, at [email protected]