Digital marketing has shifted towards user-generated content and creator partnerships. According to Goldman Sachs, the creator economy is valued at $250 billion and is expected to reach $480 billion by 2027.

Creator Content

Brands now use creator-made assets across product pages and email campaigns, giving the format a wider place in modern marketing. User-generated content has outgrown its original definition, with many creators hired to produce content for brands to share.

American Marketing Association defines user-generated content as material created by people rather than by a brand. However, many UGC creators are hired to produce content for brands, even when the finished post resembles an ordinary customer recommendation.

Brand-Creator Partnerships

Brands look for creators with a trusted following and evidence that the right people are paying attention and responding to what the creator shares. Erin Storm, a social media executive, notes that a creator with 15,000 trusted followers will outperform one with 150,000 when the smaller audience watches closely and responds with real interest.

Once brands see that level of attention, they also look at whether the creator already speaks about topics connected to the campaign. Brands will use creator marketplaces and talent agencies to find people who meet those standards, while direct outreach often brings smaller creators into view.

Clear relationships and fair usage agreements may determine which brands keep this work moving without losing the trust of the people who create it or the people who see it.

Original reporting: KTVZ (Central Oregon) — read the source article.