6 creator marketing trends for brands to watch

With a potential TikTok ban looming, the rise of generative AI and the burgeoning NIL marketplace, the state of the creator economy is in flux. Creators and marketers came together at Ad Age’s Creator Summit last week to discuss new trends, strategic pivots and ways to strengthen brand-influencer relationships. Below are six takeaways from the event, which included top creators Rod Thill and Christina Najjar, known as Tinx, as well as executives from e.l.f Beauty, Microsoft, Honda and H&R Block. Check out the latest Ad Age events and award programs Authenticity is key At the heart of the most successful brand-creator relationship is “authenticity.” “Authenticity is the trend. That’s the one trend that should always be,” Thill said. “That’s why people follow creators, so why would you not lean into that.” Read more: What TikTok creators want from brands Thill said that when he and other creators read scripts written by brands, audiences can sniff out the phoniness. Maintaining a creator’s voice is essential, even during an ad read. Sara Crane, content strategist at soda brand Olipop, explained that people also struggle to connect with a brand that has an overly professional or superficial image. In-house social media managers can provide a level of depth to a company’s social media marketing that external agencies may lack, Crane said. “It makes the brand feel less sterile on social media and just feel more human because it’s so much easier for people to connect with a person or several people rather than a product,” Crane said. Read more: How Olipop built its influencer marketing strategy For e.l.f. Beauty, the company found success on BeReal, because of its focus on authenticity, said Laurie Lam, chief brand officer. “You’re there to just be with your community.” “We are a brand that prides ourselves on being authentic and BeReal is a platform that allows you to do that,” Lam continued. As for companies looking for creators with a refreshing sense of authenticity, Keely Cat-Wells explained that people from marginalized communities, such as disabled people, don’t get many opportunities in traditional TV and film and thus turn to social media, with unique and nuanced voices. Also read: Behind e.l.f.'s surprising Super Bowl TV buy “It was amazing to find this incredible community of disabled people online who were literally changing and disrupting the narratives on social media and telling all of their authentic stories, the ones we’ve never really seen on TV and film,” said Cat-Wells, founder of C Talent, which is now owned by Whaler. Diversifying social channels The U.S. government’s potential ban on TikTok looms over brands and influencers who have grown increasingly reliant on the platform as a way to reach young audiences. However, many of the Creator Summit speakers felt confident about their strategic pivots should the ban pass. “I feel very lucky about my audience. I think my core audience will stay with me no matter what,” creator Tinx said. “I actually love Instagram. I feel closer to my Instagram followers than my TikTok followers, it’s a closer bond.” Alyssa Castaneda, head of social media at Penguin Random House, said the company would “lean into YouTube,” which has been successful for children's books marketing. YouTube Shorts will also be “the next big thing for us,” said Nicolle Lopez, social media manager at Amtrak. Also read: Inside Penguin Random House's TikTok strategy “You’re seeing younger generations coalesce around what I would call the campfires on social,” said Kelley Myers, head of social media for consumer brands at Microsoft. “We’re looking at places where we end up having these smaller social circles than the blasts that you see on Twitter or Instagram.” Panelists also mentioned interest in existing platforms like Snapchat and Pinterest, as well as emerging ones such as Lemon8, which is owned by TikTok-parent ByteDance. Read more: Fake Lemon8 brands emerge on new platform “You’re only going to succeed on social media if you can stay agile and flip the switch and move to the next thing,” said Meredith Almond, manager of social media at Jimmy John’s. “The biggest thing is where your audience goes. You should figure out how to be there and it’s not the other way around.” AI and creators Many attendees were excited about generative AI’s potential to transform the creator marketing landscape. Shira Lazar, CEO of What’s Trending, said she has used AI to develop scripts and interview questions. “It makes us hyper-productive creators,” Lazar said. “Creating almost on steroids, where so much is possible.” Also read: A guide to generative AI James Myrick, general manager of AI SaaS at BENlabs, explained that AI could help brands and creators better understand market segmentation on social media and predict what SEO headlines and thumbnails can reach the widest audience. AI marketing blog How brands are using ChatGPT, DALL-E 2 and other tools Read more here Yet, not everyone was as excited about the AI boom. “AI is my greatest trigger; I’m not loving the conversation around it. It’s scary. I fully believed that the Pope was wearing that puffer jacket two weeks ago,” Tinx said, referring to an AI generated image that went viral. “I think we have to pump the brakes on this, I’m fine with where we are.” Heather Riccobono, director of influencer marketing at August United/McKinney, explained that it’s also important to be aware of AI’s potential negative implications, especially for creators who may be expected to scale up their content. “We just need to be very careful about the ethical decisions that we make and what we’re demanding from the creator space,” Riccobono said. Metaverse is out While AI, despite trepidation, is certainly the hot new trend, the metaverse seems to be loosing steam. “[It's] almost cringe to say,” said Nicole Du Cane Spencer, VP of partnerships at Misfits Gaming Group, referencing the metaverse. Du Cane Spencer went on to say that brands still want digital immersive experiences, like the ones in video games such as Roblox and Minecraft, but the term “metaverse” may be out of style. She also explained that incorporating creators into immersive virtual environments is necessary to attract crowds and liven up the space. “The virtual experience, I’m still very intrigued by it, but not metaverse,” said Phillip Lee, assistant manager of media strategy at American Honda. Creator diversity Panelists emphasized the importance of showcasing diverse creators to be more inclusive. But diversity also makes financial sense. “When you take football out of the equation, there are more deals going to female student-athletes than male student-athletes,” said TJ Ciro, senior VP and head of strategic partnerships at Opendorse, an NIL marketplace. “Female student-athletes perform better as influencers than male student-athletes. It’s actually better business” Also read: Women's basketball players see surge in NIL deals Even though female athletes may statistically be stronger creators, there has been a discrepancy in pay between male and female athletes since the NCAA began allowing student-athletes to profit from their name, image and likeness in 2021, said Jill Cress, chief marketing and experience officer at H&R Block. The tax preparation company is sponsoring female student-athletes, some of whom are from non-traditional sports and HBCUs. Another new trend that also promotes greater inclusivity is the rise of older creators, also known as “granfluencers.” Both Ed East, founder and CEO of Billion Dollar Boy, and Rajiv Mody, VP of emerging channels and brand growth at AARP, said that granfluencers have been valuable to their recent social media marketing campaigns. Related: How a possible TikTok ban could impact NIL deals “They’re funny, they’re humorous, they’re full of life,” Mody said. “Some of these older influencers have a lot to offer in terms of experience, knowledge and wisdom. People can learn from them.” East said that Grandad Joe, an 83-year-old creator, ran one of Billion Dollar Boy’s most successful campaigns. Since creators from underrepresented communities have proven to be successful, Tiffany Hardin, founder and CEO of Gild Creative Group, said that they deserve more trust and support from brands. “When we are talking about creator equity, I’m not a huge fan of pay transparency. I’m a huge fan of budget transparency,” Hardin said. Check out the latest Ad Age events and award programs Creative freedom Content creators expressed a desire for greater creative control and appreciation for brands who gave them the freedom over ad reads and product placement. “Creators are the experts,” said Sophie Jamison, chief TikTok officer at Made By Gather, a kitchenware brand. “They tested and proven it through their social following.” Tinx echoed Jamison’s sentiment. “One thing I always look for is creative freedom in the brief,” Tinx said. “If you’re a brand and you’re going to work with a creator, you have to trust them.” Tinx added that generic scripts and strict rules on product placement can hinder creativity.

6 creator marketing trends for brands to watch

Featured Stories