Since its inception, Tumblr has maintained an artist-first reputation. Long the platform of choice for creatives, Tumblr is clean, easy-to-use and boasts a loyal user base of over 420 million people. Artists use the platform to share inspiration, visual content and creative portfolios to an appreciative audience. In efforts to conserve that environment, Tumblr executives have been reluctant to embrace opening the platform up to advertisers.
Tumblr announced a new ad feature that will connect popular artists with brands. The Creatrs Network is the latest in a series of efforts to sustain the company through innovative advertising methods. The network will pair Tumblr creatives with brands and advertisers. Artists are incentivized by paid gigs and opportunities to expand their market beyond the digital space. Brands benefit by new opportunities to natively connect with pre-existing audiences. It seems to be working. So far, 300 artists have split $250,000.
The Creatrs Network unlocks powerful new opportunities for brands looking to send more targeted messaging. Large corporations often struggle to identify ways to seamlessly connect with niche markets. The Creatrs Network provides brands the tools to purchase audiences through the proxy of artists with pre-existing audience rapport. Brands will have the ability to serve content through trustworthy channels to specific audiences, avoiding some of the most difficult elements of personalized communication.
Influencer identification will be key for brands success using the new Creatrs Network. Brands will need to be strategic in selecting artists with audiences that make the most sense for the brand objectives. Partnerships should be based on audience compatibility. Using new tools that combine customer data with digital behavior, brands can uncover complex insights into the psychographics of their unique audiences and the audiences of key artists, helping them to identify shared characteristics. With a deep understanding of the target markets, brands can identify data-driven partnership opportunities with niche-market influencers.
The Creatrs Network will be hugely beneficial to brands and artists by bringing together high quality, relevant content with brand ambitions to personalize messaging. Both sides stand to gain–it will be up to brands to get smart about using the right tools to identifying the influencers that make the most sense.
Interested in learning more about changes in market research and influencer identification? Download our latest white paper.
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