Over the past few months, I’ve been immersed in projects and research that have reinforced the idea that creators and community are driving huge changes in commercial strategies. These new dynamics are re-inventing what we used to think of as media and media buying. It’s already happening.
- Consider that a YouTube star like Mr. Beast has a bigger following than all the prime-time American news channels combined. One of his videos might get 100 million views. If you’re advertising on Fox News, you’ll be lucky to reach 2 million viewers.
- Many creators are branching off to create their own brands that have become some of the fastest-selling fashion, food, and cosmetic products on the planet.
- Young adults aged 14-32 are swarming onto Discord to find communities. The number of those active on Discord grew from 26% to 42% in one year!
- And Taylor Swift is arguably the biggest creator on the planet, influencing every aspect of entertainment and culture on a global scale.
This is what’s interesting to me: None of this was possible 10 years ago. Creators and their communities have re-written the rules of influence — and sales. Yet most corporate marketing departments are not built for these changes. How do you begin to adjust to an entirely new media world?
Well, that’s a good question, and we begin to unpack it on the latest episode of The Marketing Companion podcast. Join me and my guest, Sara Wilson, as we connect the dots between creators, community, and commercial strategies.
Let’s dive in, shall we? Click here:
Click here to enjoy Marketing Companion episode 277!
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Illustration courtesy MidJourney
