Brief #147: Get In, We’re Co-Creating with Sandworms

Influencers were once the golden children, holding the keys to the kingdom. They controlled access to online communities and networks. They controlled the spice, and as anyone who has watched Dune (or read the books) knows, they who control the spice control the universe.

But influencers have lost their luster.

Archival Photo of the Great Influencer Sandworm Battle - AI generatedArchival Photo of the Great Influencer Sandworm Battle (2024) (AI Generated)

Social platforms have been inundated by clickbait, sponsored posts, and lifestyle influencers selling an unrealistic and generally unattainable worldview. Deinfluencing has become a popular type of content, with online personalities encouraging people to disconnect from inauthentic brands.

Last Future of Marketing Brief, we shared Gartner’s report that 50% of users plan to significantly limit their use of major platforms due to perceived social decay.
Add the universe of potential that artificial intelligence brings to the table, and trust in digital media has become increasingly fragile. Gartner further reports that by 2026, 60% of CMOs will adopt measures to assist in content authentication to combat a sea of troubles.

With this turbulence in the social realms, brands and consumers alike are turning to brand-owned communities with a more utopian approach to content creation. 67% of consumers feel more connected through community than social. 

And consumers want to be heard. 88% of consumers are motivated when a brand makes them feel involved, like part of the team. However, 67% of consumers are disappointed when they share their data and the brand doesn’t do anything with it.

There needs to be a feedback loop and open communication channels between brand and consumer. You can no longer afford only to have transactional connections to consumers; your brand must continually engage with the community.

Content and authenticity are a valuable currency. It is the spice that makes interstellar travel and commerce possible. And the spice must flow.  (OK, enough Dune references.)

Slugging Sampling and Reviews as Collaborative Content Creation

The Hero Cosmetics Team is a prime example of a marketing team working to cultivate consumer relationships, foster co-creation, and drive valuable connections like ratings, reviews, and insights.

Their Hero Skin Squad Community is where consumers can connect with the brand through discussion, interactive experiences, product sampling, and promotional offers.  They can quickly engage their community to react to trends like Slugging. (Don’t worry, it is petroleum jelly, not actual slug (or sandworm) slime.)

In the first 100 days of launching the Hero Skin Squad community, the brand cultivated 400+ High-Quality Product reviews and increased the average spend per community member by 25%. Learn More About the Hero Skin Squad Community

Recommended Reads:

The State of Community Powered Marketing report is here! Download the report

Ready to Build & Grow Your Community?

TINT can help you build your community through all of these interactive experiences and effectively gather zero-party data – learn more