# Content Matchmaking Platforms that match content creators and brands are on the rise. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jul 21, 2020 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/content-creator-matchmaking ## Key Figures - Trend score: 4.4/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 25 to Jul 21, 2020 - Published: Jul 21, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Content Matchmaking trend ### Content Creator Matchmaking Platforms that connect brands with content creators are becoming more prevalent, providing opportunities for streamlined collaboration. ### Streaming-Based Branding Brands are increasingly using streaming platforms for marketing campaigns, offering unique content and experiences to consumers. ### 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. ## What the Content Matchmaking trend means for industry ### For 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 for Content Matchmaking Trend score 4.4 out of 10, from popularity 74%, activity 48%, freshness 9%. - Popularity: 74% - Activity: 48% - Freshness: 9% ## Examples of the Content Matchmaking trend 4 featured examples from May 25 to Jul 21, 2020. - [Matchmaking Content Creator Platforms](https://www.trendhunter.com/trends/content-creator-platform): Bilibili Launched Sparkle to Connect Brands and Creatives (Category: Business) Implication: The launch of Sparkle by Bilibili presents an opportunity for social media platforms to implement matchmaking features that connect content creators and brands. - [Streaming-Based Marketing Campaigns](https://www.trendhunter.com/trends/doritos-ketchup1): Doritos Ketchup + Makes its Debut with a New Streaming Service (Category: Marketing) Implication: Disruptive innovation opportunity for food and snack brands to incorporate streaming-based marketing campaigns. - [Collaborative Content Platforms](https://www.trendhunter.com/trends/youtube-brandconnect): YouTube BrandConnect Helps to Match Creators and Brands (Category: Marketing) Implication: The marketing industry can leverage collaborative content platforms to create innovative and effective brand partnerships. - [Serendipitous Collaboration Series](https://www.trendhunter.com/trends/check-your-dms): Red Bull's Check Your DMs Series Pairs Global Artists (Category: Pop Culture) Implication: 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. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)