Kristen Dolan emphasizes the importance of creators in brand marketing today, likening traditional ads to unfinished rooms in a new home. For brands to establish a welcoming presence, they must turn to influencer marketing strategies that allow creators to take the lead. With video content projected to dominate 82% of internet traffic this year, marketers should embrace both short- and long-form content to engage audiences effectively. Brands that successfully combine these formats will see better community engagement and ultimately make themselves at home in consumers' lives.
That's what brand marketing can feel like today... The rooms that are lived in are where the community gathers-that's where creators thrive.
Video content is expected to make up 82% of global consumer internet traffic this year...creators are playing the long game, experimenting with multiformat content across platforms.
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