creators
Should influencers pose as subject matter experts?
SOUNDING BOARD: As the growing trend of influencers dishing out advice online grows—be it across health, finance or food—Campaign asks experts whether this approach is marketing genius or risky territory.
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Brands tap more influencers from India's tier 2 and 3 cities for authentic, local content
Marketers in India are partnering with content creators in smaller cities due to the freshness of their content and relatively lower cost of collaboration.
‘Creators are the new Hollywood,’ declares YouTube CEO at Brandcast
Neal Mohan discussed how creators are driving growth in YouTube viewing on connected TV as part of the platform’s creator-heavy pitch during upfronts week.
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TikTok needs creators to save itself
Communicators agree that the ByteDance-owned platform should be doing more than rely on its users to make its case. Organized and on-message creators can help.
People power: The creator engine at work
Creative leaders from Tag discuss the array of creators needed to power a content engine — and what tomorrow will hold for creatives and the industry at large.
How a divisive political climate is reshaping brand-influencer relationships
As brands pull back from taking stances on polarising issues, influencer partnerships are being examined under the microscope.
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