Easy methods to Rebrand as a Content material Creator and Keep Related [Expert Tips]


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A woman thinks of rebranding as a content creator while considering audience engagement

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 have 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 mentioned in different weblog posts, I am a hobbyist concerning content material creation exterior of HubSpot, so I did not actually take into consideration how my viewers would obtain my rebrand. Although, I am certain the change was a bit surprising and complicated. 

That mentioned, if you happen to’re an expert who needs to rebrand, you could surprise tips on 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 lately went by a rebrand herself.

Here is her story plus ideas for creators seeking to swap up their content material with out damaging their private model.

Why a rebrand?

The Problem of Rebranding as a Creator

Easy methods to Keep Related Via a Rebrand

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Why a rebrand?

There are various causes a content material creator might 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 choice 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 resulting from laws, I could not proceed interviewing folks in particular person. It additionally wasn’t making me pleased anymore.”

De La Cruz started shifting her focus towards the anime and manga trade to rediscover her spark and hold creating amid pandemic restrictions.

She would interview voice actors, cosplayers, and anime fanatics for her podcast, The Marvel of Anime, and evaluation anime and manga for her YouTube channel and weblog of the identical identify.

“I had slowly began shifting my content material on this new course, and it was actually making me pleased,” she says. “I noticed this can be a subject the place I can interview folks 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 distinct area of interest as a creator is not simple, particularly in case your followers aren’t fascinated by your new course.

“There undoubtedly 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 undoubtedly had a drop in viewers to start with.”

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.

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 professional ideas she says could make for a easy transition.

1. Think about interesting to an untapped market.

“The brand new sort of content material that I used to be making was distinctive within the sense that I used to be masking issues that did not have a lot of a highlight,” she explains, “similar to an previous collection or nostalgic issues that folks might have forgotten about.”

Over time, De La Cruz says her content material started to draw anime and manga fanatics who have been pleased 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 remembers. “I feel that basically helped as a result of folks have been excited to see somebody give illustration to a collection they take pleasure in however is not usually talked about.”

So, when contemplating a rebrand, take into consideration how one can create your individual lane and what untapped markets you possibly can attraction to that align along with your new course.

2. Know why you wish to rebrand.

Whereas creators should sustain with the most recent client developments, De La Cruz warns shifting developments and numbers should not be your sole motivator.

“Actually take into consideration why you wish to rebrand,” she says. “For me, it wasn’t about rising a distinct viewers — I simply wished to remain true to what I like and am captivated with. I’d warn in opposition to switching due to numbers.”

Viewers are very perceptive, and De La Cruz says they will know if you happen to’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 reality, 88% of customers say authenticity is vital when deciding what manufacturers they like and assist.

And one key to being genuine is to know your private model. In a YouTube video known 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 fascinated by? 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 at the moment are or the place you wish to go.

3. Go all in.

“Go 100% in. If you’re in-between and also you’re teasing your viewers by performing some previous stuff and new issues on the identical time, you possibly can lose folks and confuse folks,” she says. “That might be a turn-off to your viewers.”

De La Cruz says if you happen to do a pivot, make it a tough one.

“I discover it helps set up your new viewers since you’re not giving folks false hope that you simply’re nonetheless going to create your earlier type 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 more 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 important, it’s best to nonetheless talk along with your viewers so 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 essential 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 resolve in the event that they wish to observe you in your new journey.

This assertion can are available a YouTube video, a social media publish, an e mail, or a publication.

5. Believe.

Above all, De La Cruz says to be assured in your choice.

“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.

“It’s worthwhile to consider it so your previous viewers and newcomers will consider in it and observe your new journey.”

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