What is Creator marketing?
Creator marketing is the practice of partnering with content creators to promote a brand, where creators make authentic content for their own audiences or for the brand to use in its channels.
Creator marketing is broader than influencer marketing. It includes paid sponsorships, UGC (content the brand uses in its own ads), affiliate deals, and brand ambassador programs. The shared idea is that real creators produce content that performs better than polished brand ads.
Brands run creator marketing to drive awareness, social proof, and conversions at a lower cost than traditional advertising. A creator marketing platform manages the full workflow: discovery, briefs, approvals, payments, and reporting.