5. WORK WITH CREATORS, OR COMPETE WITH THEM
The creator economy has led to the rise of creator-owned brands that are competing with their more traditional counterparts. While the rise of the Kardashian brands like Skims are famous the world over, there are plenty more reaping the rewards of online creator culture. The examples of great influencer product launches and collaborations are endless, Logan Paul and KSI’s joint venture “PRIME” causing fans to shut down entire stores just to get their hands on it, Emma Chamberlain and Chris Olsen have both launched successful coffee ranges, and Makeup Influencers worldwide are venturing into collaborations and unique product launches.
“The creator economy has evolved rapidly in the past 18 months. The relationship between brands and creators is more symbiotic. Creators now expect more involvement in the content briefs they're being given and they're more interested in being true brand partners. When we launched Lucozade Alert in the UK we knew we needed a disruptive launch activation with high profile creators that landed loud in culture. It was the collaborative spirit of both Eden Harvz and Cole Anderson James (two of the UK's most popular creators) in working with us that made the campaign standout.” Dylan Newe, Director, Social & Digital Innovation Team.
INSPIRATION: SOME CREATORS WE’RE FOLLOWING RIGHT NOW
- @carlarockmore: “Carla feels like Carrie Bradshaw’s wiser big sister, mixing style tips with history and culture, and always promoting giving older clothes a new lease of life. Nothing but brilliant energy and guidance, I trust her recommendations and opinions”. - Niamh Martin, Senior Account Exec, Social & Digital
- @maddiwinter “I love Maddi Winter's content. It is incredibly impressive, but also super fun. She usually films herself dancing, then she draws over the footage frame by frame. She often includes how much time it takes her – it could be something like 24 hours for a 15 second video! The result is amazing – it has a unique analogue feel to it. I don't know of any other creators making content like this on TikTok” - Emma Kate Butler, Design Manager, Design
- @luinluland: “I discovered Lou at the DO Lectures. Her stories are joyous adventures. She’s unapologetically fun, loud and colourful.” Laura Costello, Strategy Director, Purpose & Planet
- @orlamorristoolen - Positive, creative content covering everything from poetry to emigration.
- @jarrad.wright - A cartoon creator, focusing on blending comedy with creativity.
- @p.j.kirby & @kevin2mey- The team behind the hit podcast “I’m Grand Mam”, they’ve just announced their first book on “taking life by its stride”.
- @dylan.mulvaney - Dylan is a trans content creator on Tiktok, who took the world by storm in 2022 when she opened up her “girlhood” journey to the world. An expert at facing negativity with a smile on her face, a guaranteed Creator-To-Watch.
- @mikes.mic - Known for his lengthy video essays and pop-culture trivia, Mike’s Mic is dominating meme culture on Tiktok and Youtube, with multiple trending sounds to his name and down to earth content.
- @JakeShane - One of the fastest growing accounts in the world right now, within one month Jake went from lofi videos to collaborations with Olivia Rodrigo and the Jonas Brothers. Daily, short content, this is a true algorithm king.