Audience Participation Shows Brands When a Creator Format Works
Comments that complete a recurring joke can show a brand that viewers understand the creator’s format and know how to participate.
60% of fans say they feel proud because they helped build the thing they love.
The Publish Press covered new research from YouTube and National Research Group on how shared culture works across all these fragmented feeds.
The research defines participation through behaviors like commenting, sharing, remixing, and creating around the thing people care about. I care about that on Instagram because a recurring Reel format can teach people how to join in.
With my Better Than Everyone series, I like watching for the moment someone starts using the joke in the comments. That’s when I know people have caught on.
When I integrate a brand into this series, my goal is to preserve this behavior. The brand partnership is not just a random placement, but something that actually makes the content better.
I try to document audience response in my case studies because it’s important for influencer marketers to understand that my series have been tested with the algorithm and perform well.
Thanks to Hannah Doyle at The Publish Press for covering this.