Welcome to The Inventive, a collection that provides content material creators actionable recommendation from professionals within the creator financial system. Whether or not you are a seasoned creator or simply beginning out, learn The Inventive 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 an area 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 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.Â
That stated, when you’re knowledgeable who needs to rebrand, you could surprise find out how 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 seeking to change up their content material with out damaging their private model.
Why a rebrand?
The Problem of Rebranding as a Creator
How you can Keep Related Via a Rebrand
Why a rebrand?
There are lots of causes a content material creator could select to rebrand. In my case, I modified industries and wished 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 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 on account of laws, I could not proceed interviewing individuals in particular person. It additionally wasn’t making me completely happy 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 fanatics for her podcast, The Surprise 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 completely happy,” she says. “I noticed it is a subject 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 special area of interest as a creator is not straightforward, particularly in case your followers aren’t curious about your new path.
“There positively was a change in my viewers as a result of, on the time, most of my viewers was native, they usually weren’t followers of anime,” De La Cruz says. “So I positively had a drop in viewers at first.”
Fortuitously, 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 approach,” she says.
How you can 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 professional 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, “comparable to an outdated collection or nostalgic issues that folks could have forgotten about.”
Over time, De La Cruz says her content material started to draw anime and manga fanatics who had been completely happy to see her shine a lightweight on cult classics.
“I tapped into a brand new viewers and a particular area of interest that hadn’t been touched on,” she remembers. “I believe that actually helped as a result of individuals had been excited to see somebody give illustration to a collection they take pleasure in however is not typically talked about.”
So, when contemplating a rebrand, take into consideration how one can create your individual lane and what untapped markets you may attraction to that align together with your new path.
2. Know why you need to rebrand.
Whereas creators should sustain with the newest client 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 special viewers — I simply wished 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 when 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.
The truth is, 88% of customers say authenticity is vital 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 thing to do with you. So, what are the stuff you’re curious about? How do you act? What’s your tone of voice? What are a few of your hobbies or pursuits?”
So, when you realize the “why” behind your rebrand, contemplate 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 performing some outdated stuff and new issues on the identical time, you may lose individuals and confuse individuals,” she says. “That could possibly be a turn-off to your viewers.”
De La Cruz says when 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 type 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 increasingly more of my nerdy work.
I did a tough reset by altering my social media handles and highlighting my newest work.Â
4. Talk your rebrand to your viewers.
Whereas a tough reset is important, it’s best to nonetheless talk together with your viewers so that they’re within the loop. Relying on how lengthy you have been a creator, your viewers could 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 together 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 indicate 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 in a YouTube video, a social media publish, an electronic mail, or a e-newsletter.
5. Trust.
Above all, De La Cruz says to be assured in your resolution.
“Your rebrand is probably going one thing you have been enthusiastic 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.
“You have to imagine it so your outdated viewers and newcomers will imagine in it and comply with your new journey.”
