Brands: treat creators like valued customers to get more from partnerships

More brands are turning to content marketing and are working with creators to improve reach and engagement with target audiences.

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...

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