The article discusses the growing trend of content creators forming long-term partnerships with brands, moving beyond sporadic promotional posts to sustained episodic content. Major advertisers like Match Group, Amazon, and Walmart are leading this shift by investing in creators for extended series, allowing for consistent engagement with audiences. This approach not only enhances brand visibility across multiple platforms but also provides cost benefits and return on investment for marketers. Industry experts underscore the transition akin to actors in longer TV contracts and the strategic nature of these agreements.
When major marketers ink longer deals with creators, they move beyond one-off posts to longer episodic content, paralleling traditional entertainment formats.
Maggie Reznikoff describes long-term partnerships as 'buying a larger piece of real estate on a [creator's] feed,' emphasizing their strategic value.
Collection
[
|
...
]