This article was based on the interview with Brit Starr, CMO CreatorIQ by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The rise of the creator economy is a testament to the rapid transformation of the marketing landscape. No longer are brands solely in control of their narrative; instead, consumers and creators wield significant influence, shaping brand perception and driving purchasing decisions.
This shift demands a new approach, one that prioritizes authentic partnerships and community building over transactional influencer campaigns. As Brit Starr, CMO of Creator IQ, aptly points out, “I don’t think brands own brands anymore. I think people own brands.” This understanding is paramount for marketing leaders navigating this dynamic environment. This article explores the strategic shift towards creator-led brands, emphasizing the need for a fundamental change in mindset and operationalization.
It’s no longer sufficient to simply dabble in influencer marketing; brands must embrace creators as integral partners in their overall marketing strategy. The substantial investments by industry giants like Unilever and PepsiCo signal a recognition of this reality. They understand that creators aren’t merely a channel for disseminating pre-packaged messages; they are co-creators, storytellers, and conduits to valuable consumer insights. This is not about chasing fleeting trends, but about building enduring relationships that foster brand loyalty and drive sustainable growth.
Shifting from Influencer to Creator:
The distinction between “influencer” and “creator” is crucial. While influencers may drive short-term engagement, creators offer a more multifaceted partnership. Starr explains, “Creators, as a community, as individuals, can do so many things for brands and business… They can be creative partners, influential voices, and flywheels for consumer insights.” This holistic approach recognizes the diverse value creators bring to the table, extending beyond mere product promotion to encompass content creation, community building, and deep consumer engagement.
The Power of Acknowledgment and Value Creation:
For brands to succeed in this creator-driven landscape, they must first acknowledge the changing dynamics. This requires recognizing that consumers, through their interactions with creators, significantly shape brand perception. Starr emphasizes, “You have to understand the world you’re living in today, and it is a world that is driven largely beyond the control and bounds of the brands themselves.” This acknowledgment should be coupled with a deep understanding of the value creators generate. The billion-dollar acquisitions of companies built on creator partnerships are a clear indication of the tangible economic power of this space.
Operationalizing Creator Partnerships at Scale:
Scaling creator partnerships presents unique challenges, particularly in terms of management and ROI measurement. However, as Starr notes, “Measurement in our space has gotten incredibly sophisticated.” Brands can now integrate creator data into their marketing mix models, tracking impact from top-of-funnel engagement to bottom-of-funnel conversions. This data-driven approach allows marketers to demonstrate the incrementality of creator campaigns and justify continued investment. Starr adds, “Even if it works neck and neck [with traditional content], it’s so much more efficient to produce that the ROI on those programs, those campaigns are like 10, 11 X.” This efficiency is a compelling argument for embracing creator-led strategies.
Building Long-Term Relationships and Communities:
The transactional nature of one-off influencer campaigns is no longer sustainable. Instead, brands should focus on cultivating long-term relationships with creators, fostering a sense of community and shared purpose. Starr advocates for treating creators as business partners, providing them with context and empowering them to authentically integrate brand stories into their content. This approach not only benefits individual campaigns but creates a “halo effect” that extends beyond specific activations, fostering ongoing brand advocacy and organic reach.
The creator economy is not a passing fad; it’s a fundamental shift in how brands connect with consumers. By acknowledging this change, embracing the multifaceted value of creators, and prioritizing long-term relationships, brands can unlock unprecedented opportunities for growth and engagement. It’s not just about keeping up; it’s about leading the way in a world where authenticity, community, and co-creation reign supreme. The future of marketing is creator-led, and those who embrace this reality will be best positioned to thrive in the years to come.
