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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts.
More brands, more creators
Let’s start with one that might seem obvious: We’ve seen significant growth in the creator space over the last couple of years, with more creators reaching larger audiences and brands allocating their marketing dollars to work with them. Broadly, this is in large part driven by the emergence and impact of TikTok and the subsequent changes at Instagram and YouTube as a result, as well as by Gen Z and their natural integration of internet content and culture into their lives.