GRIN has been at the influencer marketing forefront since its founding in 2017. Now, three years after coining Creator Management and launching its revolutionary platform, GRIN is taking the next step in adapting to the industry’s ever-changing needs.
After extensive market research and conversations with brands, creators, and ecommerce consumers, GRIN leadership recognized two things:
- The way people shop has evolved.
- GRIN has to evolve with it.
“The world looks different now than it did even just three years ago when we defined the Creator Management category,” GRIN CEO and Co-Founder Brandon Brown said. “The global influencer marketing industry has nearly doubled since then. And it’s time we adjusted our strategy to meet this new reality.”
Reaching the modern consumer
Today, creators are no longer one piece of the puzzle. Successful brands now leverage them throughout the entire marketing funnel.
What makes a “good” creator has evolved, too. It’s no longer about follower count or who can partner with the biggest name. It’s about honest opinions from real people.
That means small creators with niche followings, affiliates, athletes, ambassadors, the neighbor in your community Facebook group—everyone with a smartphone now has the power to influence public opinion.
And the modern consumer expects to see that content at each phase of the buyer journey.
Discovery
Product discovery used to begin and end with search engines. If you needed a new pair of shoes or a new frying pan, you’d simply Google “best frying pan.”
But today, most Gen Z and Millennials turn to social media (not Google) as their primary source for product discovery.
This happens in two ways:
Social media platforms have evolved into powerful search engines in their own right, enabling users to find exactly what they need through short, digestible videos. Whether they want product recommendations or solutions, a simple search can deliver countless relevant results.
But sometimes, the content comes to them. As users scroll their feeds, product recommendations from creators often appear organically, either from those they already follow or from others aligned with their interests and browsing habits.
Either way, social discovery unlocks authentic endorsements that resonate more deeply with consumers than traditional ads ever could.
Consideration
Social media has taken word-of-mouth (WOM) marketing to unprecedented heights. Now, everyone has a megaphone in their pocket and a platform for sharing their opinions.
But WOM is about more than just words. It’s about actually seeing a product in action before buying it.
Styling tutorials, 360-degree video reviews, day-in-the-life vlogs, and other popular creator content trends are the key to giving online shoppers the confidence they need to make a purchase during this critical research phase.
Purchase
A call-to-action from a trustworthy creator can be the difference between a sale and a missed connection. Creators can even sweeten the deal by providing affiliate links and discount codes to their followers.
And thanks to the rise in social commerce, consumers can complete an online purchase without even stopping their scroll. In fact, two-thirds of shoppers say they have already purchased a product directly through a social media app.
A targeted approach to influencer marketing
It’s important to understand that reaching the modern consumer is no longer about “going viral” or being everywhere to everyone. It’s about being everywhere to the people who matter to your brand. That means finding a niche and dominating it with creator-led content.
Keep in mind that the creators with equity in these niches aren’t just influencing product choices. They’re influencing lifestyle choices, too.
Where to travel, where to workout, and what we need to get the most out of each experience—that is the power of influence in the modern creator economy. And having a robust creator program to harness the content that sparks that influence has never been more critical.
GRIN’s commitment to you
GRIN’s mission is to help you integrate your brand seamlessly into the lives of the modern consumer. That requires a full-funnel influencer marketing strategy that touches every corner of the buyer journey.
There are five key pillars necessary to build and scale the type of creator program that will enable you to execute that strategy. And GRIN is committed to delivering them to you in the simplest way possible:
- Creator Discovery & Recruitment
GRIN is home to the Creator Discovery Suite—the industry’s most comprehensive creator discovery solution. Connect with thousands of creators in a personalized yet automated way to recruit, then build lasting partnerships with true brand champions. - CRM & Program Mangement
Automate manual tasks and keep your campaigns organized from start to finish. With workflow enhancements for every step of the influencer marketing journey, GRIN helps you build and scale a world-class creator program while keeping your team lean and nimble. - ROI Reporting & Analytics
GRIN’s robust reporting and analytics tools track the success of your creator content, campaigns, and overall program down to the cent. These hard numbers are critical to justifying your investment and making data-backed decisions about the direction of your program. - Tailored Program Support
GRIN has Creator Strategists available to take some (or all) of the influencer marketing workload off your plate so you can focus on big-picture goals. From administrative assistance to full program management, they’ve got you covered. - Unmatched Creator Experiences
No matter how large your roster is, GRIN gives you the power to treat every creator like your only creator. That personal touch combined with a seamless collaboration experience gives your creators even more reason to fall in love with your brand.
New era, new look
Of course, GRIN couldn’t enter this new era without a makeover. So, the team redesigned its website and resources to bring you the best possible experience at every touchpoint.
The GRIN blog
Stay up to date on the latest trends from around the creator economy and get actionable insights to help you run the best possible creator program.
The Resource Center
From customizable decks and checklists to guides and ebooks, the GRIN Resource Center is your destination for all the hands-on material you need to inspire your creator strategy.
New to influencer marketing? Check out the Influencer Marketing 101 course to get up to speed with the world’s fastest-growing marketing discipline.
The GRIN Community
Join the GRIN Community Slack channel to talk shop and connect with like-minded peers. Chime in on regular industry discussions and share knowledge with marketers who are shaping this new area of influencer marketing.
Embracing the new era of Creator Management
With GRIN’s platform, tools, and resources at your fingertips, you’re more than a marketer—you’re an architect of the world’s most influential communities. What you build and the expertise you gain today positions you as a CMO of tomorrow, with the power to mold future generations and alter the trajectory of your entire company.
GRIN is the only choice for those looking to build that future. As the market continues to evolve, it’s clear that brands prioritizing relationships with content creators who know how to reach the modern consumer won’t just thrive in this new era—they will define it.
