Content Production: Work Smart, Not Hard

Ever hear people say ‘Don’t work hard, work smart’? I always thought it was best to do both, but in the content world the concept of working smart has become a tactic. Brands are working smart by using the talents, creative ideas and social influence of others to create better content. Why stick to the confines of your marketing department when you can use resources from around the world?

Social Media Influencers:

We’ve seen the rise of the new digital celebrity in the form of social media influencers - the teenage girl who became famous through vlogging about make-up, or the computer game addict attracting a following through his hints and tips on strategy. Brands have been adopting influencers for a while now – choosing content makers that align with their brand and target the audience they want to reach. It’s a way of outsourcing production and touching a ready-made targeted audience – it’s smart.

Case Studies:

Here’s a couple of examples of how brands have effectively used social media influencers:

HP #BendThe Rules

HP used Vine stars to promote one of their tablets. The influencers had to incorporate the tablet within their sketch. This was part of their #BendTheRules campaign.

HP #BendTheRules campaign.


Dove brought fashion and beauty Youtube vlogger Tanya Burr onboard to advertise their products as part of her video blogs.

Dove feat. Tanya Burr

For bigger brands with bigger budgets, it might seem like they have the pick of the bunch. But you don’t always need those with global dominance or a huge subscription base, there’s content makers everywhere, use the talents of those around you. You never know, there may be an undisclosed writer or phenomenal photographer in your social circle. Or maybe Jan from HR has a secret party trick just waiting to be filmed? Content production can often seem like a daunting task, working smart means to maximize the expertise and talents of those around you and see potential in content makers that could otherwise be overlooked.

‘Sea of Red Tulips’ by Kyle Pearce on Flickr