Brands and the creator economy
This article is part of a series of articles from the WARC Guide to brands and the creator economy. Read more.
Influencer marketing was once relatively straightforward. A creative would build their following on social media, and leverage their audience for brand partnerships, sponsorship or affiliate marketing.
Today however, roughly a decade after the creator economy was born, influencers have a much wider range of choices when it comes to monetising themselves, giving themselves more choice and flexibility, as well as new avenues for sharing content with their fans.
We estimate that over...