The ways in which consumers interact with this preferred amateur content has changed. Consumers are not just simply engaging with the content, but are interacting with the creator of the content. Content creators have become trusted sources of knowledge, much like friends. This change in the relationship that consumers have with their content and more specifically the content creators is the reason that brands are now getting behind the use of influencers in their marketing.
Who are creators? The term “creator” is used quite frequently now. We gathered a team of the most knowledgeable people in the ad agency & media fields to put together a paper exploring the birth of a new era of advertising, through content creation and social influence.
The Rise of a Creator Era is an introduction to what has become a tectonic shift in the relationship between companies and individuals.