"The creator marketing industry is set to hit $500 billion by 2027, according to Goldman Sachs.The sheer amount of money flowing into the space reflects the impact creators are having on businesses today and their growing influence on purchase decisions across every demographic. But as more brands ramp up their creator partnerships and allocate more dollars to creators and content, expectations are rising. Marketers, from in-house brand teams to agency partners, aren't just being asked to prove reach or engagement anymore;"
"While marketers can sometimes get lucky building campaigns off their gut, a data-driven approach is increasingly a requirement to deliver the performance that budget holders demand. And the best places to start? The briefs you develop, the creators you select, and the content you put live. Here's how to take a smart, data-backed approach across these areas to drive results:"
Creator marketing spending is projected to reach $500 billion by 2027, reflecting creators' growing influence on purchase decisions across demographics. Brands now demand proof of performance and ROI rather than just reach or engagement. A data-driven strategy should begin with smarter briefs, careful creator selection, and optimized live content. Briefs must include proven concepts and formats, clear hooks, CTAs, and performance guardrails drawn from past campaigns and industry insights. Testing storytelling formats and prioritizing the first three seconds of content can increase viewer retention and reduce creative risk while aligning deliverables to measurable outcomes.
Read at Lindsey Gamble
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