Startup brands like Ghia, Little Spoon, and Smalls are creatively collaborating with content creators to enhance visibility in a less commercial manner. They employ strategies like viral talk shows on platforms such as Instagram and TikTok for paid amplification that maintains an organic feel. Bigger brands, such as Kiehls, are following suit, as seen in their partnership with Deuxmoi. This shift towards authentic marketing focuses on relatable content and prioritizes emerging creators to engage consumers effectively and cost-efficiently.
"We're moving away from traditional influencer partnerships toward authentic, relatable moments that truly resonate," said Lea Huruglica, emphasizing the shift brands are making in their promotional strategies.
"Many consumers can now spot sponsored content quickly. So instead of focusing on big-name influencers, we try to prioritize emerging creators and accounts who are shaping the conversation," explained Huruglica.
#digital-advertising #brand-partnerships #content-creators #social-media-marketing #influencer-strategy
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