"Instead of relying solely on traditional research, social listening, or post-campaign measurement, Horizon and clients like SharkNinja are starting to treat creators as an always-on signal layer: interpreting audience behavior, pressure-testing ideas, and informing creative direction before anything goes to market."
"The marketing funnel has certainly changed - the importance of brand relevance looks different than it has before, and what that means for a brand in terms of ultimately driving purchase."
"We're really thinking about how we can use creators and influencers to be an engine to help drive virality in support of different product launches, and having a really close eye on making sure that we get outsized impact of that content."
Creators have become essential in media channels and marketing execution, especially post-pandemic. Marketers, like Horizon Media with SharkNinja, are using creators to test campaigns and influence product development. This approach moves beyond traditional research methods, treating creators as ongoing signals of audience behavior. The marketing funnel has evolved, emphasizing brand relevance and the role of creators in driving virality and content impact. SharkNinja focuses on predicting content performance through established benchmarks and rigorous analysis.
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