<\/p>\n
Dove. United Talent Agency. TelevisaUnivision.<\/p>\n
These are just some of the companies that were represented at Marketing Brew\u2019s What\u2019s Next? Navigating the Future Business of Creator Marketing event in New York last week. Executives discussed the evolving creator marketing landscape, which is being shaped by new platforms, trends, and technologies. Below are a few of the juiciest tips given onstage.<\/p>\n
LinkedIn is the place to be:<\/strong> LinkedIn is no longer just a job-hunting platform, Aneesh Lal, founder of creator firm The Wishly Group, told attendees. Brands are looking to capitalize on the platform\u2019s audience, which includes \u201call these influential\u2026people who drive budgets at home and drive budgets at the office.\u201d He pointed to short-form video and carousels as content types that work well on the platform.<\/p>\n Another way to potentially stand out on LinkedIn is to post lifestyle content on the platform, Sara Uy, an influencer who goes by the moniker SellingSara, said onstage. She pointed to a video she made walking through a day in her life attending Cannes this year with the AI brand Luster as an example.<\/p>\n \u201cWhen you try a little bit less in sales and try to be a little bit less sales-y, it goes a long way,\u201d she said. \u201cI think that\u2019s why the lifestyle piece on LinkedIn is doing so well right now, just because it\u2019s a refresher.\u201d<\/p>\n Stay local: <\/strong>Cultivating relationships with local creators with niche audiences is one way to reach a dedicated audience and signal that a brand is part of the community, Andrew Karson, EVP of marketing at BSE Global, the parent company of the Brooklyn Nets and New York Liberty, said. To that end, in 2023, the Nets partnered with Brooklyn-based creator Kareem Rahma, best known for his viral Instagram account, Subway Takes, on a Subway Takes-style video with Nets players.<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n \u201cWe try to anchor much of what we do in Brooklyn and the DNA of Brooklyn,\u201d Karson said.<\/p>\n Rethink your brand\u2019s creator partnership criteria:<\/strong> Checking that a potential creator partner\u2019s audience over-indexes with a particular brand is important in addition to considering more standard metrics like engagement rate, Emily Anatole, senior director, UTA IQ, at UTA, said.<\/p>\n \u201cWe love to see a creator\u2019s followers over-index with that particular brand, so that presumably, they\u2019d be excited to see a brand that they love partner with a creator that they admire, and it\u2019s well-positioned for both parties that it\u2019s going to succeed and feel authentic,\u201d she said.<\/p>\n Another way brands can use metrics to their advantage is to examine which creators they\u2019ve previously worked with that drove successful results and source similar creators, Samantha Haberl, senior manager of influencer marketing at online learning community Skillshare, said. Brands can also look at metrics from their work with those creators, like CPAs and conversion rates, to \u201cat least try to predict what the ROI is going to look like\u201d with similar creators in the future, too, she said.<\/p>\n Update 7\/28\/25: This story has been updated with attending brands.<\/em><\/p>\n<\/div>\nGet marketing news you’ll actually want to read<\/h5>\n