Working with creators
This article is part of a series of articles from the WARC Guide to working with creators. Read more
The huge power shift seen in media with individual creators amassing huge audiences without requiring the permission of the traditional gatekeepers is reverberating far beyond the platforms in which they first made their name.
Established players face a fight to stay relevant with younger audiences and innovate fast enough to deal with a new wave of influencer-innovators unencumbered by legacy issues and with a ready-made audience keen to show their support.
In September 2020, Charli D’Amelio and...