Dhar Mann and MrBallen on What Creators Want From Brands

Earlier this year, Forbes released its annual Top Creators list. This week, two of its highest-ranked names share their behind-the-scenes secrets.

At this year’s Oxford Road’s CAO Summit, Dan Granger (CEO & Founder, Oxford Road) welcomed two powerhouses in the creator sphere: Dhar Mann (Host, What Happens Next with Dhar Mann; Founder, Dhar Mann Studios) and John Allen (Host, MrBallen Podcast; Founder, Ballen Studios). In this in-depth conversation, the two stars talk: storytelling at scale, the benefits of paying attention to the comments section, and going beyond the brief. Let’s dive in.

“It does seem sort of fluky when somebody goes viral. I promise you it’s not. Going viral might be fluky. Staying relevant is not.” – John Allen, aka MrBallen (Host, MrBallen Podcast; Founder, Ballen Studios)

Stories at Scale – Both Mann and Allen found success by telling captivating stories, whether they’re dark or inspirational. Their mastery of narrative storytelling helped them leap across platforms and formats, and taught them how to earn (and keep) the audience’s attention. For brands looking to partner with creators, it’s crucial to find someone who can hold interest, no matter what they’re saying, or where they’re saying it.

Read the Comments – One benefit of video that never gets mentioned: The comments section. Allen was a podcaster who started as a video native, and he couldn’t have made it without his viewers’ feedback. If fans love or hate something, they’ll let you know, and creators who brave the comments section can emerge with a deep knowledge of their audiences. Marketers: Before you partner with creators, check the comment sections on their platforms and gauge their involvement. Positive feedback is great, but the real test of trust is whether the creators engage with their audience.

Going Beyond the Brief – Marketers give creators a brief, but what they really want for their campaign is a memorable moment. For Advertising Week, Mann recruited Snoop Dogg for karaoke. That wasn’t in the brief, but Mann understood that it was his job to make memories for a brand. When your brand is looking to partner with creators, look at their past collabs and see if they went beyond the brief. If so, those are the creators you want.

For more insights from two creators at the top of their game, check out the full episode of The Media Roundtable below.