Emerging Platforms Spotlight | Curastory
With recent changes in the paid media landscape, content creators are playing a more significant role than ever before. Hear from Tiffany Kelly on how her platform, Curastory, can help you tap into new categories of creators and integrate your product into their content in new and innovative ways.
The Next Wave of Internet Creators and How To Work with Them
The last few years have dramatically changed the digital advertising landscape causing many marketers and advertisers to reshape the way they execute their digital marketing strategies. Recent tracking transparency changes in early 2021 and resulting targeting limitations have caused many marketers to rethink how they approach platforms like Google and Facebook. But with such a significant reliance on digital advertising to reach audiences, prices continue to increase across all platforms. CPM prices on Meta have jumped 61% YoY, causing performance marketing teams and agencies to reconsider their strategies. At the same time, data shows that customer attention among many platforms is becoming increasingly limited. Shorter attention spans also affect advertisements, with 65% of Youtube users skipping pre-roll promotions and Tiktok CPM costs rising 185% in 2021.
How to Improve Performance Marketing in The Midst of Rising Prices and Less Consumer Attention
- Find under-leveraged content creators to tell your brand’s story.
- Think differently about how creators can integrate your brand or product into their content.
Identify Underleveraged Creator Categories
Today, specific creator categories like beauty influencers and design vloggers have become oversaturated and overpriced. The good news is that hundreds of ancillary communities with highly engaged fan bases are up-and-coming, sitting just outside the mainstream. Think back to just five years ago when brands wouldn't spend a dime on ads with video game streamers. Now, due to its high returns, many brands have an influencer strategy based on these creators.
Student athletes are a more current example that can capture a considerable share of the creator economy. In short, last year, the NCAA announced that they would no longer enforce restrictions around an athlete’s ability to monetize their name, image, and likeness. These creators, who command outsized attention online but have never been able to work with brands, are now on the table.
Our platform, Curastory, is the first creator economy platform to host, grow the network of, and speak to this new creator vertical of student-athletes about how they can create and monetize social media videos in a compliant manner.
Think Differently About How Creators Integrate Your Brand or Product
Thinking differently about influencer marketing can require a great deal of creativity and imagination. But what if there was an existing medium that has already built a blueprint? Podcast advertising is an excellent example of leading content and featuring native advertisements. Podcasts attract loyal and engaged audiences tuning in to their favorite host. 78% of listeners approve of podcast advertisements, 67% of listeners remember a product or brand from a podcast, and 63% of listeners purchased after listening to an ad.
Through our Creator Ad Reads™, we’ve taken one of the most effective methods of content advertising (the podcast ad read) and made it readily available for video.
See Example of Creator Ad Reads at 1:30
With our Creator Ad Reads™ product, a brand can submit their lifetime budget, audience criteria, and content topics into a dashboard. Curastory then matches you with relevant creators who will produce video ad reads that you can insert into their top-performing videos programmatically. All campaign payments are performance-based, meaning you are only debited at the finalized CPM rate for video content views in real-time.
This approach to performance creator advertising allows brands to accomplish the following:
- Automatically attach their products to engaging video content.
- Eliminate the energy and resources it takes to find, negotiate, and track influencers today.
- Provides different types of creators to scale your product ad reads.
Curastory’s Creator Ad Reads™ have delivered a 6.5x return on advertising spend to date.
The creator economy is experiencing a hyper-growth period and is rightfully poised to replace traditional influencer marketing as we know it. We want to empower brands to prioritize harnessing these new creators in novel ways because we know it works.
Sample campaign creation workflow
About Curastory
Curastory allows anyone to shoot and edit high-quality video, monetize shows, and distribute to all of their video channels, 100% free. Creators upload videos within Curastory where they are matched to brand campaigns for native, creator-recorded ad monetization before distributing the final video to all of their channels with one click. Brands secure native, creator-recorded ad segments in hundreds of video shows across the internet in a matter of 10 clicks.