Expert or Entertainer: Which Creator is Right For You?

But why can these entertainment creators, be perceived as non-experts when it comes to brand marketing?

The answer is simply… their job is to entertain, not to be an expert in something specific. They create content with the result of leaving the viewers feeling joyous. 

Whilst we all reach for the next moment of joy and scroll on TikTok for this exact reason, brands' aim is to reach a targeted audience that will match their target market and influence buying decisions. 

A creator focusing on a specific vertical can provide knowledge, tips & tricks, discounts, and more, enabling them to create a community of like-minded followers. This makes the specific creators more desirable to related brands as they can reach their desired target audience, who are more likely to take action. 

But where would we be without our entertainment creators? 

Other than scrolling on another social media platform… The entertainment vertical is TikTok. It's largely the reason we pick up our phones and scroll for hours on end. Entertainment creators are vital to brands as they keep our interest and attention.

The Top Spot

At this moment in time with 144.8 million followers, Khaby Lame has just landed a place in TikTok history as he knocks Charli D'Amelio off the top spot. Known for his silence & humorous facial expressions, he described his videos as 'a way to reach as many people as possible’ &… oh boy he did just that! Lame is a perfect example of an expert in the entertainment vertical on TikTok. He created his niche of something so simple (yet creative) and turned it into a phenomenon!

However, whilst Khaby is an expert entertainment creator and knows how to entertain his audience, as a creator he doesn’t focus on providing knowledge on a specific product or service. For brands, this may come as a disadvantage as Khaby wouldn’t have a targeted audience with a common interest (other than his humor). With that aside, Khaby can expose a brand to a huge audience, capture his audience and memorably provide knowledge.

But where would we be without our entertainment creators? 

Every creator provides value in their way and is unique to their brand. It's important to balance your content when creating an influencer campaign, ensuring that you have the right mix of experts and entertainment influencers is critical! Balance the knowledge provided by the expert creators, with the humor and rapport that you build with the entertainment creators.

Some influencers from the entertainment vertical tend to surprise us with excellent results, even though their target a wider audience. In the long run, you are exposing the brand to a wider audience than experts can.

Ensuring your campaign has the right balance of experts & entertainers is vital. Contact our marketing experts to kickstart your campaign in the right direction!