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Welcome to The Artistic, a collection that offers content material creators actionable recommendation from professionals within the creator economic system. Whether or not you are a seasoned creator or simply beginning out, learn The Artistic to learn to develop your platform, enhance your content material, and keep forward within the ever-shifting creator panorama.
Years in the past, I underwent a complete rebrand. Earlier than becoming a member of HubSpot, I used to be content material creating for years as a neighborhood journalist in Florida. So, most of my social media handles and content material have been geared towards information and politics.
Nevertheless, I ultimately left the information enterprise and began creating content material for myself. Quickly, my content transitioned from information tales to movies, podcasts, and weblog posts about anime, manga, and “nerdom.”
As I’ve stated in different weblog posts, I am a hobbyist relating to content material creation outdoors of HubSpot, so I did not actually take into consideration how my viewers would obtain my rebrand. Although, I am positive the change was a bit surprising and complicated.
That stated, should you’re knowledgeable who desires to rebrand, chances are you’ll marvel rebrand as a creator and keep related. To get some perception, I spoke with creator, blogger, and YouTuber Lisa De La Cruz, who not too long ago went by way of a rebrand herself.
This is her story plus ideas for creators seeking to swap up their content material with out damaging their private model.
The Challenge of Rebranding as a Creator
How to Stay Relevant Through a Rebrand
Why a rebrand?
There are lots of causes a content material creator might select to rebrand. In my case, I modified industries and needed to create content material that had nothing to do with information.
In De La Cruz’s case, the COVID-19 pandemic was pivotal in her resolution to vary her content material.
“I rebranded as a result of, on the top of the pandemic, the content material I used to be creating was very native,” she says, recalling her content material that was geared towards her hometown of Studying, PA. “And as a result of rules, I could not proceed interviewing individuals in particular person. It additionally wasn’t making me glad anymore.”
De La Cruz started shifting her focus towards the anime and manga trade to rediscover her spark and hold creating amid pandemic restrictions.
She would interview voice actors, cosplayers, and anime lovers for her podcast, The Marvel of Anime, and evaluation anime and manga for her YouTube channel and weblog of the identical title.
“I had slowly began shifting my content material on this new path, and it was actually making me glad,” she says. “I noticed it is a matter the place I can interview individuals from throughout as a result of I haven’t got to see them in particular person. I can use Zoom.”
The Problem of Rebranding as a Creator
In fact, pivoting to a unique area of interest as a creator is not straightforward, particularly in case your followers aren’t fascinated by your new path.
“There undoubtedly was a change in my viewers as a result of, on the time, most of my viewers was native, and so they weren’t followers of anime,” De La Cruz says. “So I undoubtedly had a drop in viewers to start with.”
Luckily, De La Cruz’s platform grew as she continued in her new area of interest.
“If I do know myself and know the guts of what I am doing, then I do know that is true to me and I simply must push ahead that method,” she says.
Find out how to Keep Related By way of a Rebrand
So, how did De La Cruz develop her platform post-rebrand, and what are you able to do to make your rebrand a hit? Listed below are some professional ideas she says could make for a clean transition.
1. Take into account interesting to an untapped market.
“The brand new sort of content material that I used to be making was distinctive within the sense that I used to be overlaying issues that did not have a lot of a highlight,” she explains, “comparable to an previous collection or nostalgic issues that folks might have forgotten about.”
Over time, De La Cruz says her content material started to draw anime and manga lovers who have been glad to see her shine a lightweight on cult classics.
“I tapped into a brand new viewers and a selected area of interest that hadn’t been touched on,” she recollects. “I feel that basically helped as a result of individuals have been excited to see somebody give illustration to a collection they get pleasure from however is not usually talked about.”
So, when contemplating a rebrand, take into consideration how one can create your individual lane and what untapped markets you may enchantment to that align along with your new path.
2. Know why you need to rebrand.
Whereas creators should sustain with the newest shopper tendencies, De La Cruz warns shifting tendencies and numbers should not be your sole motivator.
“Actually take into consideration why you need to rebrand,” she says. “For me, it wasn’t about rising a unique viewers — I simply needed to remain true to what I like and am captivated with. I’d warn towards switching due to numbers.”
Viewers are very perceptive, and De La Cruz says they will know should you’re rebranding simply to remain within the highlight. Doing so can foster mistrust and make your model appear inauthentic — and authenticity is invaluable in branding.
In actual fact, 88% of consumers say authenticity is vital when deciding what manufacturers they like and assist.
And one key to being genuine is to know your private model. In a YouTube video referred to as, Rebrand Yourself & Stand Out on Social Media in 2024, content material creator and enterprise coach Troyia Monay says this about private branding:
“The key phrase in private model is ‘private.’ That has all the pieces to do with you. So, what are the belongings you’re fascinated by? How do you act? What’s your tone of voice? What are a few of your hobbies or pursuits?”
So, when the “why” behind your rebrand, take into account your private model and the way your “why” aligns with the place you at the moment are or the place you need to go.
3. Go all in.
“Go 100% in. If you’re in-between and also you’re teasing your viewers by performing some previous stuff and new issues on the similar time, you may lose individuals and confuse individuals,” she says. “That could possibly be a turn-off to your viewers.”
De La Cruz says should you do a pivot, make it a tough one.
“I discover it helps set up your new viewers since you’re not giving individuals false hope that you just’re nonetheless going to create your earlier fashion of content material.”
For instance, after I transitioned to from information to nerdy, I did not begin by posting information content material and slowly trickling in an increasing number of of my nerdy work.
I did a tough reset by altering my social media handles and highlighting my newest work.
4. Talk your rebrand to your viewers.
Whereas a tough reset is important, it is best to nonetheless talk along with your viewers in order that they’re within the loop. Relying on how lengthy you have been a creator, your viewers might have adopted you for years earlier than you rebranded your platform.
De La Cruz says it is necessary to respect the connection you have constructed along with your viewers and to maintain them within the know of your new period.
“There’s a relationship between you as a content material creator and the viewers consuming your content material,” she says. “Typically doing a tough pivot with out making it clear can really feel distrustful to your viewers, particularly in the event that they did not see it coming.”
De La Cruz suggests making a transparent assertion to point out appreciation and to permit your viewers to resolve in the event that they need to comply with you in your new journey.
This assertion can are available in a YouTube video, a social media submit, an e-mail, or a publication.
5. Trust.
Above all, De La Cruz says to be assured in your resolution.
“Your rebrand is probably going one thing you have been eager about and weighing on you for a while, so be assured that your rebrand will do in addition to your earlier content material,” she explains.
“It is advisable to imagine it so your previous viewers and newcomers will imagine in it and comply with your new journey.”
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