What happens when brands adopt creators’ winning content strategies? [Video]

Reaching ad-averse consumers is harder than ever, and some savvy brands have realized that working directly with creators is a solid “in” with their younger and often marketing-fatigued audiences. But brands can also go a different direction: some are looking to craft successful campaigns not just by working directly with creators, but by studying their content strategies and paying attention to what kinds of videos have staying power on platforms like YouTube and TikTok.

We recently wrote about Nutter Butter, which has reinvigorated interest in its so-2000s lunchbox staple by filling its TikTok account with things like a lo-fi video of a single shrimp being lovingly placed on top of a Nutter Butter with the caption “yes.” There’s a mysterious plot weaving through all the “Nutterverse” content, and that’s right on trend for an internet audience that loves analog horror, the backrooms, The Amazing Digital Circus, and irreverent, nonsensical humor.

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