Marketers are harnessing trust and authenticity to grow brands in a creator economy

Sangeeta Tanwar

More and more brands are looking to be a part of the creator economy to attract more eyeballs, generate real-time content and personalise it for various consumer groups.

The worldwide growth of the creator economy in the past few years, has come on the back of the internet’s increasing penetration, falling data rates and the rise of social media platforms.

However, it is COVID-19 that has accelerated the creator economy’s growth by giving a further push to digital consumption and purchasing habits.

“During the pandemic, more creators joined social media platforms generating content and a large number of people sitting at home experimented with new content fuelling creative economy growth,” Suryahti Abdul Latiff, director of media capabilities development at Singapore’s Infocomm Media Development Authority,...

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