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Influencers and creators are not new additions to the marketing mix, yet brands leaders are still figuring out how best to work with this new school of talent.
At the same time, a growing appetite for content across all platforms—from TikTok to YouTube—is taking its toll on the creator community.
With marketers under pressure to drive ROI against the backdrop of an economic downturn and creators in demand, both sides are learning as they go.