Content creators as a strategic online alternative to achieve greater commercial success in the dissemination of products

Abstract

In the new digital era, conventional dissemination strategies have lost effectiveness, and attracting new consumers (Millennials and Centennials) has become more complex. As a result, brands face the challenge of adapting to change and standing out in an online environment. However, to achieve this, companies must embrace digital marketing through strategic alliances with content creators. According to Erin Rodrigue (2023), 72% of Generation Z and Millennials follow content creators.
The manuscript's methodology is exploratory, non-experimental, and cross-sectional with a mixed-methods approach. It was conducted based on a literature review related to two core constructs: Content Creators and Product Dissemination. In addition, a case study of content creators selected under different criteria was incorporated.
The overall objective of this research is to determine the relevance of content creators as an online strategic alternative for achieving greater commercial success in product dissemination. The results showed that the case studies of MrBeast, Kimberly Loaiza, Luisito Comunica, Ninja, and Roberto Mtz highlight the positive impact these creators have on product awareness. They also demonstrate their ability to influence the purchasing decisions of younger generations, such as Generations Y and Z. Followers trust the recommendations and opinions of their favorite creators, which translates into a greater sense of interest and desire, and they purchase products promoted by these content creators. This represents an opportunity for brands.