Why The Creator Economy Is Becoming A Core Growth Strategy [Forbes]
Unilever PLC American Depositary Shares (each representing One Ordinary Share) (UL)
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Source: Forbes
Meta and Unilever have long championed creators to connect with younger audiences authentically. But now we're seeing B2B brands, financial services and even enterprise tech companies invest in creator marketing. When industries historically rooted in “serious” marketing channels start turning to creators, it means something bigger is happening. Authenticity Efficiency The “why” behind this is simple: People trust people more than they trust brands. That truth is apparent in all categories. You might follow a creator for sneaker drops or skincare routines, but you'll also trust them to recommend a productivity app or even a financial product. Traditional marketing can't replicate that kind of credibility. Creators have built communities through consistency, relatability and trust, and that trust transfers directly to the brands they choose to partner with. It's also about efficiency. For years, marketers have been stuck in a loop of rising ad costs and diminishing returns. On t
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