"I think that creators are seen more as a legitimate media channel in the U.S. Certainly what we see in the U.K. and Europe is that there is still a lot of inertia from clients and brands to actually really invest in creator marketing," said Emma Harman, president of Whalar. This indicates a disparity in how the creator economy is perceived across different regions, affecting investment in creator marketing.
"The approach to measurement probably needs to change," she said, highlighting a significant challenge brands face in the U.K. and Europe. They are struggling to gain confidence in evaluating creator campaigns effectively, which has direct implications for marketing strategies.
Harman argued for brands evaluating creators based on "resonance." This suggestion points to a need for a new metric that incorporates the deeper connection and engagement creators have with their niche audiences, contrasting with traditional metrics of reach conventionally used in advertising.
As audiences continue to fragment across social platforms, the importance of adapting measurement approaches becomes critical. Creators have become significant players especially as video viewership grows more search-driven across platforms like TikTok and Pinterest, akin to YouTube's established patterns.
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