Working with creators
This article is part of a series of articles from the WARC Guide to working with creators. Read more
It’s nothing new – brands using content creators like YouTubers, TikTokers and other influencers to gain complementary audience reach and advocacy from the audience’s self-selected influencer. But it’s often obvious and inauthentic, mercenary even. And now there’s a growing argument for brands to take a leaf out of the video platforms’ playbook – nurturing longer-term, mutually beneficial relationships with creators.
The need and opportunity: With traditional advertising becoming less effective in engaging key audiences, more brands...