The creator economy is projected to reach $480bn by 2027, emphasizing a shift from using creators merely as distributors of brand content. Successful marketing strategies must involve creators in the planning process, ensuring trust and relevance are prioritized. Long-term collaborations outshine transactional relationships, yielding better performance. The involvement of creators should begin earlier in the marketing process, responding to the demand for authentic and platform-specific content. Brands must treat creator partnerships with the same seriousness as media investments, with mutual goals and ongoing adjustments to drive success.
The real question is no longer whether to work with creators. It's whether your entire marketing model is built to succeed with them at the center.
Creators today operate across platforms. They build content flywheels by streaming live, clipping for short-form, and remixing for different audiences.
A single paid post, dropped into an audience's feed without context, rarely performs. It risks feeling forced or inauthentic.
Brands should invest in creators the way they invest in media partnerships with clear goals, shared planning, and ongoing optimization.
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