Linqia Launches CreatorTV to Uplevel Content for the $24B+ CTV Ad Market
CreatorTV brings social-first creator content to a full-screen experience.
SAN FRANCISCO, CA, UNITED STATES, March 12, 2024 — Linqia, the calm in the chaotic sea of influencer marketing, introduced today a new and first-to-market offering for beauty brands, the Diverse Beauty Creators Network (DBCN). The Diverse Beauty Creators Network is a pre-vetted, curated roster of rising star beauty creators who exemplify the under-represented audiences they serve.
Consumers increasingly demand more diversity and representation in marketing campaigns in today’s beauty landscape. A recent study found that 81% of consumers want more diversity in beauty marketing, yet brands struggle to bring that diversity to highly-produced and nationally-supported advertising campaigns.
“The beauty industry is at a crossroads,” said Nader Alizadeh, CEO of Linqia. “Consumers are demanding more diversity, but brands are struggling to integrate differing perspectives into advertising campaigns in a timely manner. Our Diverse Beauty Creator Networks provides a curated list of up-and-coming creators already doing great work on their social platforms. We’ve curated a network of talented creators who are not only diverse in their identities but also in their creative approaches.”
The Diverse Beauty Creators Network includes influencers from various perspectives, including Hispanic/Latinx, Black, AAPI, LGBTQ+, and people with disabilities. All creators are passionate about beauty, have a proven track record of creating polished, high-quality, performant content, and have few existing brand partnerships. With recent data showing higher engagement rates for up-and-coming beauty creators across popular social platforms, Linqia’s Diverse Beauty Creators Network prioritizes creators with follower counts under 100,000.
“I’m so excited to be a part of the Diverse Beauty Creators Network,” said @kailakake, a beauty creator who is partnering with Linqia on the launch. “It’s important for me to use my platform to amplify the voices of people of color and other under-served communities. I’m confident that this network will help create more opportunities for me to represent, as we all work towards a more inclusive beauty industry.”
In addition to providing brands access to a curated network of diverse creators, creators from the Diverse Beauty Creators Network also partner closely with brands pre-campaign, acting as a council to help inform the creative strategy, including look & feel, style, tone, and messaging.
“The beauty industry is finally starting to recognize the importance of representation,” added @kailakake. “I’m hopeful that the Diverse Beauty Creator Network will play a role in accelerating this movement. Brands must collaborate closely with creators to get it right when speaking to our audiences.”
The Diverse Beauty Creators Network is a valuable resource for brands committed to creating more inclusive and authentic beauty campaigns and connecting with their audiences in ever deeper ways.the premier influencer marketing agency for enterprise brands, today announced the launch of CreatorTV, a new offering that transforms creator generated content into full screen 15 and 30 second CTV ads.
The CTV ad market surpassed a whopping $24B in 2023, and marked the first year that U.S. cord-cutting households (68.7 million) outnumbered pay TV households (62.8 million). Of those connected TV viewers, 73% prefer to watch free ad-supported content vs paying for ad-free CTV content. That’s a lot of CTV ads that need to be created by brands to service the growing ad free user base.
Enter Linqia’s CreatorTV offering, a cost efficient and expedited method for brands to create CTV ads vs. traditional production. The premise is simple, Linqia works with creators mapped to the brand’s persona to develop content optimized for a full-screen experience. The top creator content is stitched together into one or multiple premium 15 and 30 second full-screen advertisements, and those ads are then delivered across CTV networks based on the brands target audience.
“The principles of Connected TV assets are distinct from those of traditional TV, and are in some ways closer to creative approaches on paid social”, says Finola Austin, Head of Creative Strategy at Linqia. As a former Creative Strategist at Meta, Austin understands how to craft creator content with a view to strong performance in paid social and how to adapt that style of content when extending its use to other media placements.
“There are best practices to follow, like bringing the brand in early (ideally within the first three seconds), focusing on human-centered content right out of the gates, and ending on a strong, hard hitting CTA,” added Austin.
Linqia says that CreatorTV ads cost a fraction of the average television spot produced by a traditional creative agency, and can be developed in half, a quarter, or even less time. This allows for a much more responsive production process, enabling brands to react to current cultural trends in a way they have not been able to prior.
Linqia also says that the performance of these CreatorTV ads is better than more traditional television ads. In a recent test with a Health and Wellness partner, Linqia’s CreatorTV ads drove a 2x lift in view rate and a 20% reduction in CPMs vs. platform benchmarks.
“It’s really a win-win-win,” says Nader Alizadeh, CEO at Linqia. “It’s less expensive for brands, faster to produce, and delivers better results. We expect this creator style of content to become the best practice for brands creating content tailored to the CTV viewing experience.”
As Connected TV becomes a larger share of the marketing pie, brands are going to increasingly need more content that feels native to the CTV viewing experience. And with social style content moving beyond the walls of social, CreatorTV may be exactly what these brands need at just the right time.
