Category
Business
Assisted Conversion
Trend cluster
Category
Content
Matchmaking
Platforms that match content creators and brands are on the rise.
4.4
Trend score
Trend
What is the Content Matchmaking trend?
Content Matchmaking: Brands and agencies are opting-in for specialized platforms when looking to connect with content creators for a partnership. In doing so, companies are able to streamline the search for the right collaborator, especially in a world where the number of content creators is rapidly growing.
Insight
The consumer insight behind the Content Matchmaking trend
Thanks to social media and other digital tools, more and more individuals are enjoying the liberty of being self-employed. On top of having to stay socially active and to produce tangible work, consumers with this occupation are often forced to look for opportunities themselves. In order to not feel overwhelmed when juggling all facets of their career, individuals are looking for streamlined services where they can network and gain access to jobs.
Trend themes
Themes within the Content Matchmaking trend
Three behaviours holding the trend together01
Content Creator Matchmaking
Platforms that connect brands with content creators are becoming more prevalent, providing opportunities for streamlined collaboration.
02
Streaming-Based Branding
Brands are increasingly using streaming platforms for marketing campaigns, offering unique content and experiences to consumers.
03
Collaborative Content Platforms
Platforms like YouTube BrandConnect and Sparkle are offering creators and brands access to each other, with matchmaking tools and resources to help measure campaign results.
Industry implications
What the Content Matchmaking trend means for industry
Where the trend changes the playbookFor
Marketing & Advertising
Innovative approaches to branding, like streaming-based campaigns, are disrupting traditional marketing strategies and sparking creativity.
For
Media & Entertainment
With the rise of content creator matchmaking platforms and streaming-based branding, media and entertainment industries are experiencing a shift in the way they create and distribute content.
For
Technology
As digital tools and social media continue to shape content creation and branding efforts, technological advancements play a crucial role in facilitating collaboration and developing streamlined services.
Workshop question
How can your brand utilize content creators within your marketing strategy?
Trend signals
Trend signals for Content Matchmaking
Trend score 4.4 out of 10, from popularity 74%, activity 48%, freshness 9%.
Popularity74%
Activity48%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Content Matchmaking trend
4 featured examples from May 25 to Jul 21, 2020CategoryBusiness
Matchmaking Content Creator Platforms
Bilibili Launched Sparkle to Connect Brands and Creatives
The launch of Sparkle by Bilibili presents an opportunity for social media platforms to implement matchmaking features that connect content creators and brands.
CategoryMarketing
Streaming-Based Marketing Campaigns
Doritos Ketchup + Makes its Debut with a New Streaming Service
Disruptive innovation opportunity for food and snack brands to incorporate streaming-based marketing campaigns.
CategoryMarketing
Collaborative Content Platforms
YouTube BrandConnect Helps to Match Creators and Brands
The marketing industry can leverage collaborative content platforms to create innovative and effective brand partnerships.
CategoryPop Culture
Serendipitous Collaboration Series
Red Bull's Check Your DMs Series Pairs Global Artists
The music industry can leverage the power of remote collaboration and serendipitous matchmaking to produce new and unique musical styles that resonate with audiences worldwide.
