The growth of social media influencers and content creators in recent years marks a shift from traditional media to a ‘creator economy’ driven by social platforms like YouTube, Facebook, Instagram, Snapchat, Pinterest, LinkedIn, TikTok and multicultural media channels.
Social media influencers and content creators can complement traditional communications approaches by reaching niche audience groups and delivering messages through native content formats.
Definitions
Influencers and content creators
An ‘influencer’ or ‘content creator’ is an individual or group of individuals with an established social media audience.
Ambassadors
An ‘ambassador’ is an individual or entity who has a formal agreement with a Victorian Government entity (e.g. a department or agency) to play an advocacy role, to deliver multiple communications deliverables over a period of time.
The following pages outline the steps Victorian Government entities should take when engaging with Influencers or content creators.
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