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Apr 11, 2024

Breaking Down Barriers: How Brands Can Harness Creator Content Across Digital Landscapes

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Author Sabrina Goodwin at Spaceback

When you think of TikTok, what’s the first thing that comes to mind? Perhaps it’s the platform’s short-form videos, its entertainment value, or its reputation for authenticity and virality.

Undoubtedly, the social network has experienced an explosive growth trajectory over the past five years and quickly surpassed the beginnings of other social media platforms. This rapid rise can be attributed not only to the popularity of short-form video content but also to the platform’s genuine and unfiltered nature. 

As TikTok gained momentum, a notable shift occurred with users providing candid recommendations for products and brands within their content. This authenticity didn’t go unnoticed. Subsequently, brands started paying these creators to be part of their marketing strategies, as these authentic recommendations not only resonated with consumers, but they were acting on these endorsements.

In fact, according to The Social Shepherd, 61% of consumers have said they trust recommendations from content creators on social about brands or products, compared to only 38% of consumers who trust branded social media content. This sentiment isn’t limited just to TikTok. With the creation of Instagram Reels, Facebook Reels, YouTube Shorts, and other social platforms’ accommodation for short-form video, many platforms noticed the success that brands and content creators alike were finding on TikTok. Now, content creators can be found across all of the social platforms.

Despite the immense value of creator content, this invaluable content is gatekept within the parameters of social media platforms for the most part. With its huge success, this content is worth celebrating outside the boundaries of social media as well. Just imagine seeing your favorite TikTok influencer’s video as you’re scrolling through your morning news article or a brief commercial break while streaming your favorite TV show. Imagine the profound impact that would have.

Unlocking creator content for these other digital landscapes is easier than you’d expect. Offering solutions to leverage creator content beyond the confines of social media, illumin will help you leverage your creator content programmatically. Using Spaceback’s platform, illumin can take the URL from any social media post (organic or paid), drop it into the platform, make any customizations (CTA, caption, ad size, etc.), and then generate an ad tag. And just like that, you’re ready to bring your creator content to life across the open web and streaming platforms. 

And here’s a success story! Corkcicle has successfully leveraged its creator content outside of the social walled gardens using Spaceback. More specifically, the brand took TikToks from a few content creators showing off the drinkware products and authentically recreated the video posts as Social CTV ads. You can view the full case study here for more information. 

Spaceback Social CTV - Corkcicle

It only makes sense to further amplify this influencer content outside of the social media walled gardens. The campaign with Corkcicle proves the potential for enhanced ROI and brand awareness when you bring this authentic and successful content to the open web and connected TV. And, you’ve already tested the content on social, so you know that it works and resonates with audiences. 

As we look ahead, the future of advertising undoubtedly holds a greater integration of creator content beyond the boundaries of social media platforms, ushering in a new era of authenticity and engagement in digital advertising. With illumin and Spaceback, the possibilities are endless, and the journey toward redefining advertising norms has only just begun.


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