5 PR Tips for Creator Tech Startups

Not unlike the creator economy itself, creator tech PR is something of a new frontier. Big-time YouTubers and video game streamers have been part of the digital landscape for well over a decade now, but there weren’t enough of them to necessarily call it an entire economy. Now a new generation of independent content creators with specific focuses catering to dedicated audiences have become a creative and economic force to be reckoned with. 

The digital creators of this economy have a diverse range of preferences, product needs, platforms, and perspectives. The world of creator tech has sprung up around this new generation – and rightfully so – but the diversity and independence of the audience it serves can make creator tech PR tricky. Even so, there are a few hard and fast rules that will set you ahead when making your creator tech startup PR strategy pop.

Know which platform your creator audience loves most

Is your product better suited to longform YouTubers or twelve-second TikTokers? Are you dealing with sophisticated Instagram influencers or will you be marketing directly to podcasters? There are a growing number of platforms serving in the creator economy, and it’s not uncommon for an independent creator to focus the majority of their efforts on one platform in particular. 

It sounds simplistic, but it’s crucial: know which platform your audience is making content on, and make sure the nuances of that platform are reflected in your PR strategy. A blanket strategy that tries to cover a whole host of creators across a large number of platforms will not be as successful as one that targets a select range of platforms. In other words, meet your creators where they already are.

Demonstrate your product’s value through thought leadership

Are you going after YouTubers? Write thought leadership pieces for videography-minded sites about the latest editing tool or cutting-edge trends in the space. Independent creators are often self-taught experts in whatever content they create, so they can smell faux expertise from a mile away. If you want to convince them of your product’s value, convince them first that you know what you’re talking about. 

Your thought leadership efforts should demonstrate that you are as involved in the creator economy – and as aware of exactly what it takes to be an independent creator – as they are. If you show them your startup’s intellectual and creative competence, they're much more likely to give your product a fair shake.

Integrate video into your strategy

The majority of independent digital creators right now work in or adjacent to video. It is the dominant digital medium, and that is unlikely to change. Particularly when targeting creators who produce content on TikTok or YouTube, the more video content you have to tie into your thought leadership pieces, the better. Producing video ads is one thing, but producing a tutorial video demonstrating the extent of your knowledge about the field and how your product can enhance the content creation process is something else altogether. 

At the very least, you should have a video introduction to your company and videos outlining how to use and get the most out of your product. All your product and company images and videos should look sharp and professional, no exceptions. These will also be important to have on hand when pitching tech reporters.

Be upfront about the cost of your product

Independent content creators are working for themselves, and suitable content monetization is no easy task. Many content creators hope to support themselves from their work if they do not already, so there’s no getting around the financial aspect. Your PR strategy should include key messages that emphasize how your product will boost creators’ bottom lines, even indirectly. This can include statistics about how your product will make their videos more “sticky” and attractive to new subscribers, offering a fair price and loyalty discounts for your product, or providing an audience-tracking tool that will give them an even fuller picture of their growth and development. 

Independent creators are discerning buyers, and one of the major factors that go into their decision is not just the initial buy price but how they could stand to benefit from your product down the line. Your PR strategy should take creators’ financial health into account and emphasize fair payouts, no matter what kind of content they produce.

Be flexible

As with any product in any industry, knowing your audience is crucial. But with an audience as new, independent, diverse, global, and inventive as today’s generation of content creators, it can take a few tries to find out exactly what your creator audience wants. That said, today’s creators are very responsive to what they do and do not like. Pay attention to the messages that resonate most with them and be flexible enough to adjust those messages as the marketplace grows and changes. 

The creator economy and content creators themselves are in a state of flux right now. That’s not a bad thing — in fact, it’s exciting! But it means your PR strategy needs to be agile and, more importantly, creative. Lead with that, and you’ll be going viral in no time.