CreatorIQYOUR GATEWAY TO the CREATOR ECONOMY

As the Creator Economy grows increasingly inseparable from the regular economy, brands have devoted more resources to building teams of creators who can effectively market their products. In a recent survey of nearly 150 brands and over 200 content creators conducted by Tribe Dynamics, a CreatorIQ company, a significant 82% of creator respondents claimed to have worked with brands in a paid capacity over the past year. Additionally, 50% of brands reported that the proportion of content creators they compensated had increased relative to the previous year.

The value of creators is clear: in an ever widening, always confusing market, creators can serve as your brand’s strongest allies, as well as your loudest megaphones for reaching new customers. Creators are key to how brands communicate their stories and values on social media, and how brands build trust with new generations of consumers. It’s not enough to place banner ads on TikTok—you need TikTok stars touting your products, preferably to the tune of a catchy, brand-generated song.

Amid a space that’s always evolving, the rise of creators is the latest paradigm shift within marketing. From airlines to zoos, from one-woman teams to billion-dollar conglomerates, brands across all industries and of all sizes are recognizing the importance of tapping into the tremendous power wielded by creators.

The benefits for brands that adapt to the Creator Economy are as stark as the drawbacks for brands that ignore it: build a winning influencer network and marketing strategy, or be left behind.