Outbound Engagement with Creators

Brands are proactively engaging in the comments sections of creator content to build community and reach new audiences.

Themes

Authenticity and Transparency Reign Supreme , The Power of Community and Connection

Timeframe

near-term

Subcategories

Brand Management Consumer Behavior Digital Content Creation Social Media

Impact areas

Community Building Influencer marketing Social Media Marketing

Detailed Analysis

Outbound engagement, particularly in the comments sections of creator content, is becoming a key tactic for brands to connect with audiences. This approach leverages the established communities around creators to build relationships and gain visibility. The report highlights that "creators’ comment sections are also goldmines for cultivating community. And that matters, especially to groups like Gen Z who struggle with loneliness."

Context Signals

Survey data showing 41% of organizations testing proactive engagements Research from The Cigna Group on Gen Z loneliness and their desire for online connection Social Element's study on the effectiveness of comment length and timeliness

Edge

The increasing popularity of this tactic may lead to comment section saturation, requiring brands to develop more sophisticated engagement strategies. Brands will prioritize building genuine relationships with creators beyond social media to enhance the authenticity of their engagements. This trend could lead to new tools and platforms designed to facilitate brand-creator interactions in comments sections.

Click to access the source report