Image this: You’re scrolling by Instagram or TikTok. All of a sudden, you understand that not solely have you ever landed on a product web page but in addition added gadgets to your cart. Ever marvel how this occurs?
Effectively, possibly it’s an influencer you want who effortlessly nudges you towards your subsequent buy.
Welcome to the creator economic system.
A number of years again, social media platforms took the world by storm and gave rise to the creator economic system. And now, with social media advertising and marketing changing into a separate entity, tapping into unconventional methods like user-generated content material (UGC), TikTok lives, and creator advertising and marketing is extra essential than ever. For each B2B and B2C manufacturers, exploring these areas of selling is essential as a result of this helps construct long-term relationships with their prospects.
“Individuals wish to join with you by experiencing the story behind your product,” says Christopher Cox, Co-Founding father of Nebula Social. On this chat, he delves into the increasing creator economic system, providing insights on how companies can harness its potential for max influence.
This interview is a part of G2’s Skilled Highlight collection. For extra content material like this, subscribe to G2 Tea, a e-newsletter with SaaS-y information and leisure.
Heat-up questions
What’s your favourite beverage?
My favourite beverage is an iced oat lavender latte. I do know it sounds fancy, however I would like a latte daily. I like experimenting with completely different flavors in my espresso, and if it tastes good, I am prepared to spend 9 or 10 {dollars} on it.
What was your first job?
My first paid job was working for my mother, who owned a small enterprise. I used to be nonetheless very younger and assisted with information entry duties, which I discovered significantly pleasant. I used to be captivated with getting into data and used this chance to boost my typing velocity considerably.
What’s your favourite software program or favourite software program class in your present tech stack?
My favourite device presently, and the one I depend on essentially the most to handle my enterprise, is Notion. It is extremely versatile, permitting me to simply create methods for firms that won’t have their very own. Whether or not it is organising content material calendars, outreach lists, information reporting, or drafting paperwork, Notion is the right platform for organizing any workspace effectively.
What issues at work make you wish to throw your laptop computer out the window?
There are occasions when a bit of content material requires a number of revisions after being printed, and it’s a must to edit, take away, or repost repeatedly. That’s actually irritating for me as as soon as these duties are executed, I really feel the necessity to step away from my laptop computer to recharge.
This sort of state of affairs tends to happen extra with social media content material the place you add one thing that doesn’t appear like the way it seemed in preview. That is the worst as a result of typically there’s nothing you are able to do moreover deleting it.
Deep Dives with Christopher Cox
Are you able to share how Nebula Social was based and what impressed its deal with natural social media?
Rising up, I used to be early on many social media platforms. I used to be engaged with them typically inside just a few days of a platform launching. From the thrill of Britney Spears following me on X (previously referred to as Twitter) to managing Tumblr pages, memes, and running a blog, I immersed myself within the thrilling world of on-line communities.
My ardour for social media continued by highschool and school, main me to review media research, digital communities, and social media advertising and marketing at UC Berkeley. I turned eager about journalism as a result of it was a approach to share data with individuals on social media. Consequently, this curiosity guided my internships and, after school, helped form my profession path, which included dynamic roles in each tech and journalism.
All through my profession, natural social media has remained on the core of my work. Whether or not connecting customers with a product or holding journalistic communities knowledgeable, natural social media advertising and marketing turned my space of ardour and experience. Though I understood the worth of paid media, I thrived on constructing audiences organically.
With social media evolving, I embraced its shift in direction of a creator-driven house. This led to my final position, the place I turned the face of a model’s TikTok, mixing my on-camera expertise with my social media acumen. Nonetheless, I felt the necessity to differentiate my private model from an organization’s branding, particularly as extra alternatives started coming my manner.
I used to be later laid off from my position alongside my co-founder, which led to the beginning of Nebula Social. We started rising our neighborhood, and it began taking over a lifetime of its personal. We now help manufacturers in discovering their distinctive star energy by expertise pairings. We additionally try to create methods to assist them strengthen their natural social media presence. Staying forward of social media’s fast evolution is really thrilling for us.
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You might have constructed a powerful social media neighborhood personally and professionally. What are some key methods you have discovered efficient in constructing an engaged natural social media following?
One factor that stands out to me is manufacturers constructing relationships with a number of creators. Normally, firms make investments loads in a single full-time creator, which is not sustainable, based on me. This strategy locations the model in danger, and if that creator leaves, the model’s engagement might endure considerably.
I’ve seen situations the place manufacturers wrestle as a result of their viewers is tied carefully to only one particular person.
Many firms lack efficient methods for leveraging creators. By working with a number of creators and fostering long-term partnerships, manufacturers can unlock better potential.
Relying solely on one-off partnerships signifies that their first spherical of artistic, which is able to by no means be the most effective, will get put on the market. That turns into the point of interest, and the viewers strikes on with out forming a connection. In the event you can convey a number of individuals in, you’ll be able to construct one thing extra sustainable and create higher content material by experimenting with them. This makes the content material extra genuine and true to your model.
“By participating a number of creators, manufacturers can develop a extra sustainable technique, enhancing content material high quality by collaboration and experimentation.”
Christopher Cox
Co-Founder and CEO of Nebula Social
That may be a nice technique, and lots of manufacturers can relate to it. Coming to my subsequent query, are you able to focus on a latest venture or marketing campaign the place an modern social technique led to vital outcomes for a shopper?
Now we have a shopper within the cleansing business — a B2C firm — that has served as a mannequin for making use of profitable methods to our B2B shoppers. However after we began out with them, that they had no natural social presence, and now we have partnered with them for over a 12 months at this level, and have grown their account 10 instances with working with smaller creators.
Initially, we thought-about specializing in testimonials and repair advantages, however these posts didn’t carry out effectively. As an alternative, content material that includes cleansing hacks — concise, value-packed suggestions utilizing on a regular basis home goods — proved extremely profitable. These posts resonated with audiences who won’t clear their total dwelling however appreciated fast, efficient options for particular duties. Such content material went viral throughout platforms.
“Prioritize creativity by producing participating, priceless, and well timed content material. ”
Christopher Cox
Co-Founder and CEO of Nebula Social
Key lesson? Even a single piece of compelling artistic can attain thousands and thousands of views on Instagram, Fb, and TikTok: one video can rise up to five million views on Instagram, 6 million views on Fb, and 1,000,000 views on TikTok. We have seen this with only one piece of artistic that is not actually expensive to make and may remodel the best way individuals have interaction along with your model.
You’ve talked about natural social media being an neglected jewel. In your expertise, what are the commonest challenges firms face when growing an natural social media technique, and the way do you assist overcome them?
I believe many firms place a heavy burden on a single particular person relating to managing social media. More often than not, groups are composed of only one particular person, and through most of my positions, that was me, and it’s a troublesome place to be. It signifies that you are placing all of the tasks of technique, measurement, neighborhood administration, influencer partnerships, content material creation, and getting on digicam your self onto one particular person. It is difficult to seek out somebody who can excel in all these areas, and even for individuals who can, the danger of burnout is excessive. That is the place the creator economic system has seen the enhance.
When the model’s efficiency hinges fully on one particular person, any disruption — like a private sickness — may cause vital drops in metrics. To fight this, firms ought to take into account hiring further workers or getting artistic with how they construct their social presence. This might embrace using UGC, contracting specialists for particular roles, or increasing the workforce with a number of contributors. It is unrealistic and unsustainable to count on one particular person to handle all the things.
You talked about in regards to the creator economic system and its rise. Might you elaborate on how the creator economic system is influencing advertising and marketing methods for each small and enormous companies in the present day?
UGC has at all times been round for the reason that inception of social media and has developed considerably over time.
Previously, UGC primarily consisted of testimonials or person interviews that demonstrated product use by demos or gross sales pitches. Nonetheless, in the present day, UGC is more and more led by creators who construct an genuine model round how individuals are utilizing your product and the way they interface with what you are promoting.
Whether or not you are a small or giant enterprise, UGC is extremely essential to offer social proof that individuals are gaining worth from what you provide and spreading your message and your story on the market.
“Individuals wish to see, hear, and expertise the story behind your product, and that’s how they join.”
Christopher Cox
Co-Founder and CEO of Nebula Social
Right now, UGC is creator-focused and closely video-driven. This pattern is reshaping how companies, from B2C to B2B, leverage UGC to affect patrons additional alongside the buying journey. We’re seeing the creator economic system fully affect how firms are advertising and marketing.
Whether or not it’s a small enterprise enlisting native creators to advertise a restaurant or a big enterprise growing creator packages to showcase merchandise, the influence of the creator economic system on advertising and marketing methods is profound. It’s thrilling to witness manufacturers transition from conventional company content material to genuine, creator-led video content material that really resonates with audiences.
You talked about the B2B and B2C areas, which brings me to my subsequent query. How do you assume influencer advertising and marketing methods differ between B2B and B2C firms, and may comparable methods be successfully utilized to each?
I believe there are classes that may be applied throughout each.
In B2B, the strategy is a bit more technical by way of the expertise that you could discover. You may must pay increased charges to work with these creators as a result of they’re extra specialised.
The expertise pool in B2C is a little more saturated. B2C manufacturers can companion with prime influencers or leverage the abundance of UGC creators already utilizing client merchandise.
Making use of profitable B2C methods to B2B includes adapting and humanizing technical merchandise to make them relatable. One of many major challenges for B2B is transferring away from outdated advertising and marketing methods and understanding what fashionable influencer partnerships appear like. Corporations should keep away from being overly advertorial, as such content material does not carry out effectively on social platforms and dangers being suppressed by algorithms.
Whereas B2C firms usually have interaction in viral advertising and marketing, B2B firms can encourage content material sharing amongst friends and decision-makers. The content material does not essentially have to be viral however informative sufficient for individuals within the B2B area of interest to wish to share it round. The aim could be for the put up to achieve the decision-makers and probably affect their determination.
So, I believe that is what we’re making an attempt to translate at Nebula Social. Our work focuses on serving to B2B manufacturers modernize their methods and make their content material extra participating and shareable, and we’re happy to help on this transformation.
What recommendation would you give to entrepreneurs seeking to kind significant partnerships inside the creator economic system?
One widespread false impression in influencer or creator advertising and marketing is that solely these with a large following are priceless creators. The time period creators is broad and consists of everybody who shares content material on-line, whether or not they have 500 followers or 50,000.
“Relating to UGC, particularly for long-term success, by no means underestimate the facility of smaller creators.”
Christopher Cox
Co-Founder and CEO of Nebula Social
A number of creators that do not have 20k or 30k plus followers nonetheless know the best way to create actually good content material that may elevate your model. With the suitable steering and technique, much like what my co-founder and I present, even creators with modest followings can obtain outstanding attain, garnering thousands and thousands of views and model consciousness.
Manufacturers ought to transfer previous the “influencer-or-bust” mannequin, the place they pour $10,000 right into a single put up that they then share on an Instagram story. Okay, you may get some followers and traction, however if you wish to construct a long-lasting neighborhood and actually develop your viewers sustainably, you could put up regularly. Present information reveals manufacturers are considerably growing their video output in comparison with a 12 months in the past, necessitating a various vary of content material to determine what resonates greatest.
Partaking with smaller creators not solely offers genuine partnerships but in addition results in longer-lasting, mutually useful relationships. Thus, working with these smaller creators is extra priceless and may set your model aside.
Trying forward, what social media developments do you consider entrepreneurs ought to put together for within the subsequent 12 months?
I believe that manufacturers severely underutilize lives, particularly TikTok lives. Many manufacturers hardly ever use this function, lacking the chance for real-time interplay with their viewers past bodily occasions. TikTok and Instagram Dwell permit for each one-on-one and one-to-many conversations, enabling direct engagement in a digital format.
Platforms, particularly TikTok, are more and more selling stay content material as a key technique for account development. Whereas viral movies are useful, leveraging lives can exponentially enhance your attain and engagement.
In case you have movies that go viral, the best way to truly 10x your development is to get on TikTok stay. It additionally pushes all of your content material extra. It permits individuals to work together with you, ask questions, and probably buy your product. In the event you’ve cultivated them appropriately they usually have an affinity with you, you’ll be able to construct stay experiences that transfer the needle.
Final however not the least, is there one thing you wish to say to the entrepreneurs to assist them up their social media recreation for each B2B and B2C firms?
Entrepreneurs must get extra nimble with how they companion with individuals. Not each activity requires a full-time position or bureaucratic processes, nor ought to one particular person be burdened with a number of jobs.
How can manufacturers effectively produce movies in-house, particularly with distant staff who may movie at dwelling or within the workplace? This normal strategy can shortly turn into stale. As an alternative, take into account various artistic partnerships to provide content material. By collaborating with exterior creators, manufacturers can entry various settings and views, elevating their content material. This technique enhances creativity and extends the attain and influence of their video content material.
Construct sturdy connections. For video manufacturing, tapping into freelancers and creators can present the flexibleness wanted to boost your content material’s attain. Even with succesful creators, understanding the best way to direct, overview, and leverage trending content material is essential. Your technique should not rely solely on a single social media supervisor to deal with all the things.
Right now’s viewers desires participating, relatable content material, not mundane commercials. They wish to remedy issues and add to their carts or tech stacks, however with out being overtly focused. In order that’s the largest recommendation I will give to entrepreneurs: simply have enjoyable, get artistic, and discover the suitable individuals to convey that creativity out of you and your messaging. That is what is going on to push you ahead on social in 2025 as a result of it should be very aggressive.
Observe Christopher Cox on LinkedIn to maintain tabs on natural social media and content material creation.
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