“The creator economy is worth about 250 billion right now. That's set to almost double in the next two years.”

Our guest this week on The Persuasion Game podcast is an expert in one of the most exciting areas of marketing at the moment.

Creator marketing is big business and there are huge opportunities for brands that get it right. But there are also potential pitfalls.

Fiona Hughes has spent over 10 years leading creator marketing across some of PR’s biggest agencies. She shares some of her experience in an area that is seemingly only going to grow and grow.

We discuss what makes a successful creator-brand collaboration, how new channels are opening up genuine two-way conversations between brands and their customers, and why you might need to check your risk appetite before diving in.

Further Reading:

Creator economy growth stats: Business Insider and Goldman Sachs 

Brand-direct deals are the largest source of income for creators: Goldman Sachs

Case study: Edelman/Dove, Canada keep the grey: #KeepTheGrey | Edelman

Case study: Edelman/Ajinomoto MSGs: Ajinomoto: #CancelPizza | Edelman

Case study: Edelman/Hellman’s mayo hack: Hellmann's UK: Mayo Hack | Edelman

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This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(02:18) Understanding the Attention Economy

(05:58) The Role of Creators in Brand Communication

(11:25) Courting Controversy

(15:15) In-house Content Creation

(18:59) AI and Authenticity in Creator Marketing