How creators earn
Platform ad revenue sharing, brand sponsorships, affiliate commissions, paid subscriptions and memberships, selling their own products or courses, and tips or donations from fans.
What it means for brands
Creators have become a media channel of their own. Brands sponsor content, license creators' videos for ads, co-create products and run ongoing ambassador programs.
Working with creators well
Pick creators whose audience matches your customers, agree clearly on deliverables and usage rights, let them keep their own voice, require proper ad disclosure and track results with codes or links.
Why Creator Economy matters
Attention has shifted from traditional media to individual creators. Brands that learn to partner with them can reach trusted audiences that ads alone struggle to reach.
Turning a creator into a partner
A camping gear brand sponsored one video from an outdoor creator, and it performed well. Instead of a one-off deal, it signed a year-long partnership with product input and ad usage rights, which gave it a steady stream of trusted content.
Common mistakes
Treating creators like billboards
Scripted ads in a creator's feed often flop. Brief them, then trust their style.
Unclear rights
Agree in writing whether you can reuse the content in ads, and for how long.
Judging by one post
Results build with repeated exposure. Test longer partnerships with creators who fit.
Where we work on this