The WARC Guide to brands and the creator economy

Provides new thinking and best practice on brands and the creator economy.
  • The creator economy is, in large part, driven by technology that gives individuals the tools to monetise their skills and communities – influencers primarily make an income from sponsored posts while creators aim to monetise their audience more directly.
  • The growth of the creator economy has been hugely accelerated by the pandemic – 47% of Instagram influencers reported an increase in income since the onset of COVID-19.
  • The changing power dynamic means brands, who may have used influencers for sponsored content, are now faced with creators who are monetising their communities and establishing their own brands.
  • The themes of fandom...

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