Five verticals and what’s trending in creator marketing

Brian Carruthers

Explores how creators in five different categories – apparel, cars, travel, food, and beauty – are adapting to a changing world and how brands can work with these shifts.

There’s a sense, right or wrong, that the COVID-19 pandemic is now behind us. And while there was much discussion of the emergence of a ‘new normal’ during lockdowns, we don’t hear quite so much about that now. But much has changed, says Sara  McCorquodale, CEO and founder of creator intelligence platform CORQ.

“You’re dealing now with a consumer who’s just so much more digital, and also a consumer who’s more tapped into creator content than ever before,” she told a House of Instagram event. While that’s exciting, it’s also difficult for brands, as the previously understood ground rules have...

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