Creator Content ist l\u00e4ngst fester Bestandteil moderner Kommunikationsstrategien. Aber wie stark wirkt er wirklich \u2013 und wie schl\u00e4gt er sich im direkten Vergleich zu klassischen Social Ads?<\/p>\n
Genau das haben wir gemeinsam mit eye square im aktuellen Attention Works Reality Check \u201eCreator Hype oder echte Aufmerksamkeit?\u201c<\/strong> untersucht. Ein zentrales Ergebnis: Creator Content schafft deutlich mehr aktive Aufmerksamkeit. W\u00e4hrend klassische Social Assets durchschnittlich 2,6 Sekunden<\/strong> erreichen, kommen Creator Assets auf 5,2 Sekunden<\/strong>.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”387″ image_size=”full” max_width=”100%” max_width_mobile=”default” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” font_color=”#FFFFFF” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]\n Die Studie zeigt aber auch: Aufmerksamkeit allein reicht nicht. Creator Content kann N\u00e4he, Relevanz und Markenimage besonders stark aufbauen \u2013 klassische Social Assets spielen daf\u00fcr h\u00e4ufiger ihre St\u00e4rke bei Aktivierung und Kaufabsicht aus.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”388″ image_size=”full” max_width=”100%” max_width_mobile=”default” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” font_color=”#FFFFFF” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]\n Unsere Ergebnisse zeigen: Es geht nicht darum, Creator Content und klassische Social Ads gegeneinander auszuspielen. Entscheidend ist, beide entlang ihrer jeweiligen St\u00e4rken einzusetzen.<\/p>\n Au\u00dferdem lohnt sich der Blick auf Skalierung: Creator Content wird besonders effizient, wenn starke Inhalte nicht nur organisch ausgespielt, sondern \u00fcber Paid Media verl\u00e4ngert werden.<\/p>\n Noch tiefer einsteigen? [vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” font_color=”#FFFFFF”…<\/p>\n","protected":false},"author":30,"featured_media":371,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"rs_blank_template":"","rs_page_bg_color":"","slide_template_v7":"","inline_featured_image":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-369","post","type-post","status-publish","format-standard","has-post-thumbnail","category-thought-leadership"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/posts\/369","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/comments?post=369"}],"version-history":[{"count":22,"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/posts\/369\/revisions"}],"predecessor-version":[{"id":399,"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/posts\/369\/revisions\/399"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/media\/371"}],"wp:attachment":[{"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/media?parent=369"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/categories?post=369"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.omd.com\/germany\/wp-json\/wp\/v2\/tags?post=369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nDaf\u00fcr wurden 2.537 Personen, 5.709 Werbekontakte, 18 Assets und f\u00fcnf Produktkategorien<\/strong> analysiert. Eye Tracking und Impact Survey zeigen dabei nicht nur, was Menschen im Feed sehen, sondern auch, was sie verarbeiten und erinnern.<\/p>\nIm Feed z\u00e4hlen Sekunden<\/h3>\n
Mehr Attention hei\u00dft nicht automatisch
\nmehr Wirkung<\/h3>\nDie eigentliche St\u00e4rke liegt im Zusammenspiel<\/h3>\n
\n<\/strong>Die vollst\u00e4ndige Studie \u201eCreator Hype oder echte Aufmerksamkeit?\u201c<\/strong> liefert alle Ergebnisse, Benchmarks und f\u00fcnf konkrete Implikationen f\u00fcr Marketer.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_cta btn_style=”arrow-animation” heading_tag=”h3″ font_size_min=”102″ font_size_max=”156″ button_color=”accent-color” button_color_hover=”#DD3333″ text_color=”#FFFFFF” button_border_thickness=”0px” link_type=”regular” alignment=”left” alignment_tablet=”default” alignment_phone=”default” display=”block” display_tablet=”inherit” display_phone=”inherit” link_text=”Hier kostenlosen Report downloaden” url=”https:\/\/share-eu1.hsforms.com\/1jfwmklLIRRi6yfMXATtOlAf0iu9″][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"