Brands need to meet creators on their own terms

The internet would not be what it is today without the creative individuals populating the space.

Imagine if Nathan Apodaca never took TikTok by storm with his combo of cranberry juice, skateboarding and Fleetwood Mac’s “Dreams” or if Jalaiah Harmon never created the Renegade. Social media would be kind of boring because, let’s be honest, your photo of what you ate for lunch doesn’t quite capture my attention like the content these creators put out.

Creators are also capturing the attention of brands and social networks, who see opportunities to expand their consumer base and collaborate on content. For starters, consumers are loyal to creators, regularly returning to their favorite creator channels over top brand outlets on Youtube. Add in the fact that two in three Twitter users agree creators change and shape culture, and it’s no wonder why brands and platforms are going all in on the creator economy.

In U.S. creator economy boom, big tech battles for online talent https://t.co/6RwSjYDyws

— Eddy Elfenbein (@EddyElfenbein) May 26, 2021