Why Would a CRM Like Hubspot Invest in Creators?

Hubspot, the sales and marketing automation platform, has declared the launch of Hubspot Creators, a new program to capitalize on and support emerging content creators.

The show will launch with an initial cohort of eight content creators, starting with podcasts. They will produce content from scratch and receive resources to grow their brands, operational support, and a monthly payment that increases with each creator’s success.

But why would a SaaS platform be so dedicated to investing in a content creation program? What would be the strategy behind this?

Understand Consumer Behavior

First, we must remember that marketing is done for people, and people constantly change their tastes, habits, and preferences. It is always necessary to know these transformations and adjust to them.

It’s pretty common to see brands that haven’t yet understood that their strategies must constantly change as behavior changes.

I want to give you valuable data on the new consumer behavior.

Consumer Trust In Content Creators

A study by Olapic and Cite Investigation reveals a growing distrust of consumers toward brands.

With so much fake news being shared online, these shoppers are increasingly likely to trust posts from real people over recommendations made by brands themselves.

Changes In The Ways Of Consuming Content

Did you know that 75% of the children of the new generation dream of being You tubers. These are just reflections of the significant changes in consumer behavior today.

The new cell phones, SmartTVs, and laptops have taken new possibilities to consume content through the Internet. In addition, the quantity of content creators has been increasing on platforms such as YouTube, Spotify, Twitch, and Instagram, among others.

With many people consuming this type of content, brands must adapt to these new channels within their marketing strategies.

Podcasts are Overtaking Traditional Media

Attending (when watching) what you need and when you want is a new generation trend. It has led many people to migrate from traditional media to digital platforms. In this world of potential, podcasts have gained prominent positions.

Research shows that the number of podcasts worldwide has already passed the 2 million mark, which continues to produce. These same surveys indicate that 24% of the US population listens to podcasts every week.

Clarita’s studies suggest that podcasts increase brand recognition by 24% to 79%. That is up to 30 times more than the rates of traditional television channels.

Data like these have led several brands to bet more and more on this channel, both in sponsorships and in promoting the formation of new influencers and content creators.

What Would Hubspot’s Plan be With Its Creators Program?

A study of TikTok showed that content creators with an average of 540,000 followers receive higher levels of attention related to influencers with more than 50 million.

By capitalizing on unknown creators, Hubspot makes a perfect bet. In addition, its policy is perfectly aligned with new trends and consumer behavior on the Internet.

Brands must be present in consumers’ lives and produce content that inspires and educates their audience. And this is something that many technology companies have failed in their marketing strategies.

Many of these corporations insist on talking only about their products and benefits. Nor do they seek to update their strategies according to changes in their buyers’ consumption habits.

Hubspot understands that its strategies must be align with the behavior of the new generation. Their investment in content creators is a clear example of this.

The platform had already hit the nail by acquiring The Hustle newsletter and expanding its channels to another big trend: podcasts.

What do Marketers Need to Know from This?

As said earlier, marketing is for people. And accepting that the strategy that works today may not work tomorrow is understanding that people’s behavior changes over time.

Understand your audience, what they consume, and where, and also, adapt your strategy as these transformations occur.

Consistency is one of the primary keys to the success of a marketing strategy, but “doing more of the same” can be the worst decision of a company.


HubSpot is an American developer and marketer of software products for inbound marketing, sales, and also,  customer service. Hubspot was founde by Brian Halligan and Dharmesh Shah in 2006.

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