When It Comes to Creators, Brands Have Never Had More Options

Invest in the right scale for your campaign, from mega to niche

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


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. Today, Collab’s Will Eagle walks us through the different types of creatives active online today. Below, in his own words, he says working with them is not a one-size-fits-all for brands.

Often, brands looking to integrate creators into their marketing efforts immediately think of the biggest of names—those recognizable, soon-to-be-household names who every day become more like traditional celebrities.

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