Havas Play's Angelique Hernandez on how gamers are shaping the creator economy and how brands are reaching young women
Category
✨
PeopleTranscript
00:00One thing I know as we're wrapping up here, I know very important to you is women, both women gaming, women creators, and just in the last couple of months I've been to conferences and events and seeing that like social media has become a entrepreneurial engine for women and women that would not, you wouldn't think might not be in a position to launch a company, but so many things are coming out of kitchens and living rooms and garages and it's just fascinating.
00:27What are you finding is about brands that want to reach young women and how is this like, how is this boon that social media has created for people to do direct to consumer marketing, like how has that changed the game for big brands that want to reach those people?
00:41Yeah, actually we were talking about this the other day. Now creators more than ever have a lot of power. They have a lot of buying power within their followers, right?
00:55You can galvanize their followers to purchase, but they also have a lot more control over their careers. They have a lot more control over where they even make money, right?
01:05Apropos of our previous guest, Dorit. I mean, it is, you know, it's a little different, but still media, media, media.
01:12Yeah, and they don't necessarily have to have a brand partnership, right? They can make money on their own.
01:19There are all these platforms now that allow them to do that. You also have companies, whether they're brands or even social platforms that turn to them because now not only are they experts in their, what their audience likes to see and hear and talk about,
01:37they're also experts on the platform themselves. Like the creators know how to use TikTok and Instagram. They know the algorithm. They know, they're tapped into their content so, so much that they understand what's going to move the needle.
01:52And so now it's almost like their resume is gigantic, right? And so that gives them the power to say, you know what? Your brand doesn't align with my values.
02:03Your brand doesn't probably speak to my audience. And so they have a lot more power to sort of say no, not sort of say no.
02:09And so it's something to contend with, but nothing that is a detriment. I think it actually, it benefits us. It benefits brands because then you really know that once you pick a creator and that creator picks you back,
02:26that's probably going to be the start of a beautiful relationship that we would want to continue, right? It's not a flash in the pan.
02:33We always want brands to continue that relationship with the creators that they choose.
02:39We want brands to continue that relationship with regards to talking and the people Grossman.
02:42We want brands to continue to take ahasara and build upon that relationship with the creators of this coronavirus.
02:45And so that's what happens, most importantly they discuss this stuff.
02:48Our brand he loves civic engagement.
02:50And so that we also want brands to actually create new attitudes.
02:53And so we want brands to use digital stories to donate it.
02:55So we want brands to grow.
02:58We'llBuild darauf, brands who cities like your� кожan,
03:03way that are Cryptocur Ramadan and contributions.
03:05We want brands of SaaS.
03:07So we all want brands to give them good names.