creators
Bats, reels, and buys: The new IPL media mix
From creator collabs to AR chefs, IPL 2025 proves brands must chase relevance across memes, match breaks, and micro-moments—not just media buys.
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Instagram confesses that it lowers quality of underperforming videos
Smaller creators worry that they will be disadvantaged by this feature which can harm their content’s reach and visibility.
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Indonesian creators produce the most content in Southeast Asia: GroupM study
The 'State of the Creator Economy’ report was released during GroupM's content day in Jakarta, led by GOAT, its data-driven influencer marketing agency.
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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