How is influencer marketing changing brand content creation?

Brett Malinowski

Marketing Director · Whop

Using viral-format posts

Brett Malinowski says brands now give influencers posts written by their team in a format known to go viral, which influencers then rewrite for their own business context.

The answer starts at 1:04:54.

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Bridget Evans

Global Head of Business Marketing · Spotify

By getting more creative

Bridget Evans says brands are getting more creative in creator marketing, brainstorming how to leverage day-to-day channels in new ways, because the surprise-and-delight element is refreshing, generates noise and reach, and can be more cost efficient.

The answer starts at 38:35.

Arin Schultz

Chief Growth Officer · Naturepedic

Cheaper authentic content

Arin Schultz says influencer marketing lets brands get content for pennies on the dollar instead of spending hundreds of thousands on videos and assets, which he calls cost effective and more authentic.

The answer starts at 39:22.

Michelle Crossan-Matos

Chief Growth Officer · Sharkninja

Creators drive content

Michelle Crossan-Matos says creators and affiliates are telling brands' stories, so brands need to tell them the story for them to amplify; she calls this the new marketing playbook.

Lee Odden

Chief Executive Officer · Toprank Marketing

Co‑creating and repurposing content

Lee Odden says brands can co-create content with influencers and have credible influencers publish about them, which delivers messages in a credible way and can influence AI visibility.

The answer starts at 21:00.