Key facts
- Brands are shifting from 'rented reach' to 'true collaboration' with creators.
- The NFL uses YouTube, TikTok, and Instagram for creator content discovery.
- Yahoo uses Threads as a testing ground for new marketing ideas.
- Disney found success with TikTok's Live feature for premiere promotion.
- Marketers are expected to spend $44 billion with creators in 2024.
Brands are increasingly shifting their creator marketing strategies from traditional ad placements to deeper collaborations, recognizing the value creators bring beyond simple promotion. Companies like Disney are using platforms such as TikTok Live for real-time engagement during premieres, while e.l.f. Beauty is focusing on long-form content on YouTube for entertainment value. The NFL leverages multiple platforms including YouTube, TikTok, and Instagram for creator content discovery. Yahoo has found success with Meta's Threads as a testing ground for new marketing ideas in a less formal setting. This evolution reflects a broader industry trend where brands are involving creators earlier in the campaign process and seeking direct partnerships.