From the course: Social Media Marketing Trends

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Sponsoring up-and-coming creators

Sponsoring up-and-coming creators

From the course: Social Media Marketing Trends

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Sponsoring up-and-coming creators

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(upbeat music) - [Speaker] Usually companies look for influencers to match their campaigns. But more than ever, brands are reaching out to trending creators and trying to align to their approach instead. Catering to a creator's content style and audience isn't new as that's the best way to create an enjoyable ad that isn't off putting to their followers. What is new is the flexibility of brands altering their approach significantly and giving up creative control in exchange for being paired with top influencers in the spotlight. The goal of these brands is to earn a slice of the outsized awareness and engagement the creator is experiencing at the moment as they cut through the noise and really start to gain traction. For example, TikTok creator, Emily Zugay has gone viral on the platform for her comedic videos where she ironically redesigns popular brand logos to purposely look worse. As a result of her funny take on…

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