Easy methods to Rebrand as a Content material Creator and Keep Related [Expert Tips]
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Welcome to The Artistic, a sequence 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 discover ways 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 had been geared towards information and politics.
Nonetheless, I ultimately left the information enterprise and began creating content material for myself. Quickly, my content material 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 exterior 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, in case you’re knowledgeable who needs to rebrand, chances are you’ll marvel the right way to 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 a rebrand herself.
This is her story plus suggestions for creators trying to swap up their content material with out damaging their private model.
The Problem of Rebranding as a Creator
Easy methods to Keep Related Via a Rebrand
Why a rebrand?
There are a lot 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 alter her content material.
“I rebranded as a result of, on the peak 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 because of laws, I could not proceed interviewing individuals in particular person. It additionally wasn’t making me joyful anymore.”
De La Cruz started shifting her focus towards the anime and manga trade to rediscover her spark and preserve creating amid pandemic restrictions.
She would interview voice actors, cosplayers, and anime lovers for her podcast, The Marvel of Anime, and evaluate anime and manga for her YouTube channel and weblog of the identical identify.
“I had slowly began shifting my content material on this new route, and it was actually making me joyful,” 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
After all, pivoting to a unique area of interest as a creator is not simple, particularly in case your followers aren’t focused on your new route.
“There positively 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 positively had a drop in viewers at first.”
Happily, 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 need to push ahead that manner,” she says.
Easy methods to Keep Related Via 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 knowledgeable suggestions she says could make for a clean transition.
1. Think about interesting to an untapped market.
“The brand new kind of content material that I used to be making was distinctive within the sense that I used to be protecting issues that did not have a lot of a highlight,” she explains, “resembling an outdated sequence or nostalgic issues that individuals might have forgotten about.”
Over time, De La Cruz says her content material started to draw anime and manga lovers who had been joyful 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 had been excited to see somebody give illustration to a sequence they take pleasure in however is not typically talked about.”
So, when contemplating a rebrand, take into consideration how one can create your personal lane and what untapped markets you’ll be able to attraction to that align along with your new route.
2. Know why you need to rebrand.
Whereas creators should sustain with the newest client developments, De La Cruz warns shifting developments 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 keen about. I might warn towards switching due to numbers.”
Viewers are very perceptive, and De La Cruz says they will know in case 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 truth, 88% of shoppers say authenticity is essential when deciding what manufacturers they like and help.
And one key to being genuine is to know your private model. In a YouTube video referred to as, Rebrand Your self & 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 every part to do with you. So, what are the stuff you’re focused on? How do you act? What’s your tone of voice? What are a few of your hobbies or pursuits?”
So, when you recognize the “why” behind your rebrand, take into account your private model and the way your “why” aligns with the place you are actually 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 doing a little outdated stuff and new issues on the similar time, you’ll be able to lose individuals and confuse individuals,” she says. “That might be a turn-off to your viewers.”
De La Cruz says in case 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 simply’re nonetheless going to create your earlier fashion of content material.”
For instance, once I transitioned to from information to nerdy, I did not begin by posting information content material and slowly trickling in increasingly 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 critical, you need 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. “Generally 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 determine in the event that they need to comply with you in your new journey.
This assertion can are available a YouTube video, a social media put up, an electronic 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 interested by and weighing on you for a while, so be assured that your rebrand will do in addition to your earlier content material,” she explains.
“You must imagine it so your outdated viewers and newcomers will imagine in it and comply with your new journey.”
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