Brands that are creative on social media sell more

Today's youth has an affinity for brand content on social media platforms such as Tumblr.If you want to increase your sales, you have to be creative on social media, according to a Yahoo study at Dmexco 2016, which found that two thirds of all daily Tumblr users in the UK and Germany (68%) are more likely to buy a product if they like the content a brand shares on social media. Digital natives in particular appreciate brand content: Around three quarters of them (74 percent), agree with the statement that brands sometimes provide the most entertaining content for their streams. For a further 70 percent, the source of the content does not matter as long as they enjoy reading or watching the content and it provides added value.The study results show that good online content can lead to more and better user engagement in various ways:- Opinion formation - 73 percent of Tumblr users find social media content helpful in forming an opinion about a brand. Brands as friends - 74 percent even consider a brand a friend if they like its content on social media. Brand loyalty - 73 percent say they are more likely to be loyal to a brand if it has a strong personality on social media, and the key to success lies in working with a creative community: three out of four Tumblr users feel more connected to a brand when it works with influencers. Whether graphic designers, photographers, authors, video specialists or other creatives - influencers have a community that shares their passion and taste.The good news is: Tumblr creators love working for brands. According to the study, 76 percent are open to a commercial collaboration with a brand. Two thirds of them even consider themselves to be influential; 70 percent specifically use social networks to advise other users. Brands can therefore benefit concretely from the reach of these influencers - and at the same time continue to act as a prominent and authentic voice online. "The best content often comes from brands working with creators - and we're incredibly proud of that. Tumblr is home to a community that absolutely loves what they do," says Michael Pennington, EMEA Director at Tumblr. "We're at a point where brands are becoming people and people are becoming brands. This means that working together to create content has to be a symbiotic partnership - it has to be a good fit for both sides. The best content is created when brands are open to more creative approaches and creatives bring themselves to the table. "Yahoo has developed five principles for successful collaboration between brands and creatives on Tumblr:1. Understanding that consumers love brands - two-thirds of all daily Tumblr users like brands that engage with them personally on social media. Users are open to activity from brands - so offering them the best and most creative content is the most promising strategy.2. Choosing the right partner - not every Tumblr creator is a good fit. Before working together, you should have done extensive research on the creator's previous work, attitude and visual aesthetic. All of this must fit the respective brand. After all, both advertisers and influencers should benefit from the collaboration. Advertisers help influencers to develop their brand and gain fans, while influencers help brands to create and distribute effective content. It's a symbiotic relationship.3. Cooperation is not a one-way street - every relationship must be balanced. Communication between brands and creators should work both ways. It is essential to be transparent with Tumblr creators and work with them as equals.4. Appreciating creativity - Creatives need creative freedom. Yes, they develop content for a specific brand. But for the content to resonate with the target group, it has to fit. Creatives should create their own content, with a brand in mind. This works much better than branded content that doesn't fit the creative's style. You have to trust that the creatives know their fans and know what works in the community.5. Never forget: it's all about business - the creatives choose brands they like to work with and believe in. However, it is still a business relationship. Brands should provide creatives with tools and resources. And they should never forget: Publicity alone is not adequate compensation.Methodology:To learn how important creativity is to online content, Yahoo conducted qualitative and quantitative research. Marketeers and social media experts were interviewed and selected Tumblr creators in the United Kingdom (UK) and Germany were surveyed. In addition, an online survey was conducted with more than 1500 Tumblr users in the UK and Germany.