Over the past month there has been a development in the creative process for original content makers. Our woman on the ground, Georgia Cobden visited Twitter HQ to hear what one of their content partners, Niche, had to say about the new contract from ISBA.

Today, there are thousands of businesses attempting to monetise through the growing trend of ‘the Influencer’. For those that don’t know, social media ‘influencers’ are the creative types that publish original content on their social channels and have racked up a loyal following in doing so.

Recent studies indicate individuals are more likely to believe content about the user experience of a brand, rather than seeing the face of a celebrity as endorsement. This is particularly useful to know in the food PR and restaurant marketing industry, where their entire market-base is dependent on reputable customer service, feedback and loyalty. E.g. LeslieWei’s Vine for Cadbury’s #TasteLikeItFeels campaign.

Head of Niche, Luke Townsin told us that they measured the effectiveness of influencers in 2016, and they saw a 15% increase in intent to purchase from their ads, and 86% boost in brand awareness.

So how can this be? Well, it wasn’t long ago (2013) that leading social media platforms Facebook, Twitter, Instagram and Vine caught on to the idea that their own users can put their platforms at the forefront of the multimedia ecosphere with the likes of YouTube and Stylehaul simply by using their mobile device.

Acknowledging this, the Voice of British Advertisers, ISBA have introduced a legal framework for brands dealing with the emerging, and occasionally murky world of YouTube vloggers and other creators. Although this could possibly be the least ‘creative’ part of the creative process, it’s a win-win for both parties. By clarifying roles, responsibilities and expectations it manages the business’s business and leaves the Creative to focus on being creative.