creator economy

Mar 17, 2025

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

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.

Oct 31, 2024

Instagram confesses that it lowers quality of underperforming videos

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

Aug 26, 2024

How brands can avoid getting ghosted by creators

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.

Aug 21, 2024

TikTok’s Matty Lin on fostering growth amid global challenges

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.

Aug 2, 2024

Narrative creates Board of Influence to navigate burgeoning creator landscape

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

Jul 2, 2024

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

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