Narrative Control Is the Real ROI of Creator Marketing.
Brands have spent years measuring creator marketing by reach and engagement. The smarter metric — the one the best brands are quietly optimizing for — is the story people believe about you. There is a version of creator marketing that is easy to explain. A brand partners with a creator. The creator posts. Some percentage […]
Creator Marketing Is Quietly Becoming the New Media Buying.
It is not a trend. It is a structural reallocation — and the brands treating it like an experiment are falling behind the ones treating it like a channel. For years, creator marketing lived in a separate budget line from media buying. It was the brand awareness play — evaluated by reach, kept at arm’s […]