emerging
Creator Spread Fuels Relevance
Brands are expanding their creator pools to connect with niche audiences and drive broader impact.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
The traditional 70/20/10 marketing budget split is becoming obsolete in the face of rapidly evolving content creation and audience expectations. Brands are recognizing the power of partnering with a wider range of creators, moving beyond mega-influencers to engage diverse voices and build relevance across various niches. This shift allows brands to tap into authentic connections and resonate with specific communities, ultimately driving greater impact at scale.
Context Signals
Shifting away from mega-influencers
Focus on authentic engagement
Emphasis on niche communities
Edge
Micro-influencer marketing will become increasingly sophisticated, with brands developing dedicated platforms and tools for managing diverse creator partnerships.
Creator collaborations will move beyond simple product endorsements to involve co-creation of content and even product development.
