{"id":28465,"date":"2025-03-06T06:59:54","date_gmt":"2025-03-06T06:59:54","guid":{"rendered":"https:\/\/brand-innovators.com\/?p=28465"},"modified":"2025-03-06T17:48:03","modified_gmt":"2025-03-06T17:48:03","slug":"innovator-insights-open-influences-bryce-adams","status":"publish","type":"post","link":"https:\/\/brand-innovators.com\/innovator-insights-open-influences-bryce-adams\/","title":{"rendered":"Innovator Insights: Open Influence\u2019s Bryce Adams"},"content":{"rendered":"\n

Creator marketing has evolved beyond a one-off \u201cnice to have\u201d addition to media plans into a more integrated, measurable part of brand building. Companies are investing in the creator economy and it\u2019s often based on spotting cultural moments and joining the conversation at a human level,” said Bryce Adams, SVP of partnerships at the influencer marketing agency Open Influence.<\/strong> \u201cYou can\u2019t afford to ignore this resource,\u201d said Adams. He said he\u2019s seen creator marketing evolve from \u201cget me a Kardashian, I just want to trend on Twitter\u201d to a must-have. Brands can\u2019t be all things to all people and it\u2019s often challenging for them to join cultural moments authentically. That\u2019s where creators come in, he said.<\/p>\n\n\n\n

\u201cCreators are a great way to highlight those moments that should be important to all of us,\u201d Adams. It\u2019s hard to keep consumers\u2019 attention, and creators have \u201cbecome trusted advocates and allies on behalf of brands.\u201d<\/p>\n\n\n\n

This approach is important because riding a cultural moment, such as the annual South by Southwest festival, is about more than just showing up in Austin, said Adams. <\/p>\n\n\n\n

\u201cYou need to participate in a way that\u2019s not just \u2018Hey I\u2019m at South-by and I\u2019m going to take a bunch of pictures of me looking cool in all my outfits,\u2019\u201d said Adams. \u201cShow your audience that you know what\u2019s going on beneath the surface.\u201d This can mean creating content about an Austin food tour or a post about tourism in Austin, he said. <\/p>\n\n\n\n

SXSW is also the perfect place to launch a product because you have thought leaders and people of influence on the ground including up-and-coming entrepreneurs and established business executives. There’s an opportunity to showcase your product’s value prop and efficacy. If it plays well here it will play anywhere.<\/p>\n\n\n\n

“Cultural moments can\u2019t always be planned, but it pays to know how to react. No one would have thought to record a skateboarder happily drinking juice while zooming down the road, said Adams. \u201cIf we as an agency had gone to that brand and said: \u2018Hey look, we\u2019re going to find a guy from LA and have him skateboard down the freeway drinking Ocean Spray.\u2019 They would\u2019ve been like: \u2018Well, that\u2019s not an ad,\u2019\u201d said Adams. \u201cBut it became a cultural phenomenon because it wasn’t overly scripted with a professional shoot. For whatever reason it resonated with millions of people. That’s a cultural moment we can’t plan but we can piggy back off of to take advantage of the tremendous earned media and brand love that came out of it for Ocean Spray.\u201d<\/p>\n\n\n\n

Aligning campaign goals around a cultural moment is critical, said Adams. Sometimes it\u2019s not about winning the moment on that day, he said. He remembered working with a telecom company some years ago around its Super Bowl efforts. The company said it wanted to win Wednesday through Saturday, because on game day there would be too much happening  to stand out. <\/p>\n\n\n\n

\u201cI think you have to be clear about what the goal is,\u201d said Adams. \u201cIf you just say: \u2018We\u2019re going to be there,\u2019 just for the sake of being there, it can hurt from an authenticity standpoint. It can come off as performative sometimes, and it can be counterproductive.\u201d <\/p>\n\n\n\n

An omnichannel approach<\/strong><\/h3>\n\n\n\n

Creator marketing has increasingly shifted to a more omnichannel approach beyond merely a social media post,  said Adams. Creators are making content for a number of formats, he said\u2014everything from creating recipes for point-of-purchase displays, pre-roll ads for websites\u2014and their content need not be siloed anymore. \u201cI think a lot of people are starting to look at creators as content engines, and saying: \u2018Great, It\u2019s a less expensive way to make a high-quality piece of video content than it is to buy a Super Bowl spot,\u201d said Adams.<\/p>\n\n\n\n

Platforms need content, and creators build targeted audiences. Brands want access to those conversations; and they help creators in turn build their personal reputations and followings. This interdependence has made creators a critical part of the media mix, and with it, creators have become better-integrated into efforts, and their work more measurable. Thanks to affiliate programs and shopping functionalities, creators now can generate revenue that can be tracked and measured. <\/p>\n\n\n\n

\u201cIt\u2019s becoming more of a two-way street in terms of communication and collaboration among creators and brands,\u201d said Adams. \u201cIt used to be more transactional: \u2018I\u2019ll send you something, and I hope you\u2019ll post.\u2019 Or: \u2018I\u2019m going to pay you and write your script, just put this in your caption and post it.\u2019 Now people are leveraging their expertise and the result is stronger, more effective and engaging content.\u201d<\/p>\n\n\n\n

But the guiding principle remains the same: \u201cbeing intentional about why you\u2019re creating it, what the ask is, and who it is targeted towards,\u201d says Adams. \u201cI think that\u2019s a big shift that we\u2019re starting to see from advertisers, and creators are excited about it, too: It gets them more visibility, it gets them more reach. It gets them more touch points with an audience.\u201d  <\/p>\n","protected":false},"excerpt":{"rendered":"

Creator marketing has evolved beyond a one-off \u201cnice to have\u201d addition to media plans into a more integrated, measurable part of brand building. Companies are investing in the creator economy and it\u2019s often based on spotting cultural moments and joining the conversation at a human level,” said Bryce Adams, SVP of partnerships at the influencer […]<\/p>\n","protected":false},"author":15,"featured_media":28466,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,38],"tags":[],"class_list":["post-28465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-innovator-insights"],"acf":[],"yoast_head":"\nInnovator Insights: Open Influence\u2019s Bryce Adams - Brand Innovators<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brand-innovators.com\/innovator-insights-open-influences-bryce-adams\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Innovator Insights: Open Influence\u2019s Bryce Adams - Brand Innovators\" \/>\n<meta property=\"og:description\" content=\"Creator marketing has evolved beyond a one-off \u201cnice to have\u201d addition to media plans into a more integrated, measurable part of brand building. 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