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creator economy

Why Southeast Asia is rethinking how influencers are governed

creator economy By Paddy Rangappa

How the governments choose to regulate now will determine what the creator economy looks like next. Vero's leaders weigh in.

Why adland pros are becoming creators themselves

content creation creator economy creators By Matthew Keegan

As the advertising landscape shifts and job security wanes, a growing number of ad professionals are reinventing themselves as creators to stay relevant and stand out.

How YouTube turbocharges brand-creator partnerships

creator creator economy entertainment google media social media youtube By Cynthia Lam

From long-form to Shorts, YouTube offers a powerful ecosystem where creators and brands can co-create stories that resonate—and drive real impact. Here’s how marketers can harness that full potential.

Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy

ai creator economy google influencers martech performance marketing sapna chadha By Rahat Kapur

Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.

Instagram confesses that it lowers quality of underperforming videos

creator economy creators instagram meta By Reem Makari

Smaller creators worry that they will be disadvantaged by this feature which can harm their content’s reach and visibility.

How brands can avoid getting ghosted by creators

creator economy social media By Olivia Savage

Marketers may think a paid partnership guarantees project success, but it doesn’t. Here's why brands must understand and prioritise creators' needs for a truly effective collaboration.

TikTok’s Matty Lin on fostering growth amid global challenges

ai creator economy tiktok By Shawn Lim

The Southeast Asia GM talks to Campaign about embracing changing consumer trends, building brand safety, and expanding AI in one of the platform’s most vital markets.

Narrative creates Board of Influence to navigate burgeoning creator landscape

creator economy influencer marketing we are social By Brandon Doerrer

EXCLUSIVE: We Are Social’s earned-led subsidiary will appoint new creators annually to serve as a board of directors advising on creator marketing.

Most Gen Zers want TikTokers to be legally accountable for health advice

creator economy gen z tik tok By Lecia Bushak

As more people choose TikTok over doctors to receive health advice, they’re also developing higher standards for the accuracy of content.

Amazon launches 'Creator University' in India

amazon creator economy By Campaign India Team

The education programme and a series of 'Creator Connect' events aim to connect influencers with their peers and industry experts.

Why the creator economy could take over the advertising industry

ai creator economy social media By Majid Bahi

There is a distinct possibility the creator economy may be out to eat agencies’ lunch.

From niche to mainstream: The rapid rise of the creator economy

creator economy digital marketing oped social media

With the creator economy touted to reach $480 billion by 2027, its emergence has undeniably changed marketing plans and reshaped the future. KlugKlug's co-founder and CEO Kalyan Kumar explains.

When creator content goes mainstream

content creation creator economy oped UM By Willliam Wun

There's no denying that creators have completely changed the entertainment landscape, and now AI is only going to empower them further, suggests UM's William Wun.

Ad:tech Forum 2024: Unpacking influencer marketing in an ever-evolving landscape

creator economy influencer marketing By Campaign India Team

Over the course of the two days panels deciphered the evolution of influencer marketing into a well-established vertical in marketers' media mix, why brands are increasingly engaging with macro and micro content creators, and how to enhance efficiency within a dynamic environment.

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