Authenticity Over Ads: Creating Community-Driven Content

The Big Picture

Influencers have upended the marketing world. A single product recommendation on social media can send inventory flying off the shelves, travel and diet hacks have taken on new life, and certain products—such as drugstore cosmetics—now share the same spotlight as luxury items thanks to creators’ trusted voices.

The opportunity is massive: Goldman Sachs expects the “creator economy” to reach $500 billion by 2027.

There’s no doubt that this phenomenon is reshaping how marketers think about audience engagement. In just one recent example, Unilever announced that it’s shifting to an “influencer-first strategy,” committing half of its marketing budget to social media with plans to work with 20 times more creators.

And it works. Creator campaigns often outperform traditional marketing. A CreatorIQ report found that 66% of brands and 82% of agencies say creator content delivers a stronger ROI than traditional digital advertising. Meanwhile, with nearly 42% of consumers using an ad blocker, creators can reach consumers in ways that traditional ads can’t. The space will continue to evolve—algorithms shift, platforms emerge and social behavior changes—and marketers must adapt to all these changes.

My Take

Consumers today face ad fatigue: 61% said they’re less likely to buy products from companies that repeatedly show the same advertisements. We found at Mastercard that creating memorable, immersive experiences for consumers is often more impactful than serving traditional ads, which is why we pivoted to an experiential marketing approach. And creators are an extension of experiential marketing—allowing brands to build lasting relationships with their audiences around shared passions. Earlier this year at the GRAMMY Awards, we reimagined the commercial break, transforming our ad spot into a 360-degree entertainment moment. We not only premiered Lady Gaga’s latest music video, but launched an accompanying social media contest—amplified by dance influencers—where fans could learn the choreography and share videos for a chance to meet her. This approach reiterates the importance of finding the right partnerships to ensure you are reaching fans in authentic and native ways.

The Impact of Choosing the Right Creators

Nearly 90% of consumers say authenticity drives their brand choices. If a partnership feels forced, audiences will scroll right past that content. Rather than simply choosing influencers based on their following, brands should look for creators who already believe in their products and share their values.

These creators bring real passion, which makes for stronger content and better results. Non-toxic cookware brand Caraway is one example of a brand that embraced creator partnerships authentically to drive growth. They launched in 2019 with a small ambassador program that has grown to over 3,500 creators—now responsible for more than 13% of their revenue. Technology can help, too. AI-powered tools—like this one from Upfluencer—can identify ideal partners and forecast performance based on data, bringing more precision to creator campaigns.

Let Communities Drive the Conversation

Today’s consumers—especially Gen Z—don't just listen to brands, they listen to each other. Social platforms have become discovery engines, where a creator’s recommendation often feels more like getting advice from a friend than being served an ad. In the beauty space, for example, nearly 80% of Gen Z women rank creators as their most trusted sources for recommendations. That is largely because of the trust creators build with their followers by consistently engaging them—not just selling.

And when they do promote products, their audience listens: 73% of Gen Z and 57% of Millennials rely on creators for purchasing decisions, according to an LTK study.  The era of scripted, transactional promotions is behind us. The most effective partnerships give creators the freedom to speak in their own voice, using formats and language that resonate with their communities. It not only breaks through the noise—it builds credibility.

And brands that pay attention to these conversations gain far more than impressions. As Ben Jeffries, CEO and Co-founder of Influencer, shared with me on Quantum Marketing Sense Live, simply reading the comments on a creator’s post can reveal invaluable insights—from emerging trends to customer pain points. These organic interactions are rich with data that can help shape smarter, more responsive strategies.

Looking Ahead

The creator economy is accelerating. To keep up, marketers must rethink how they show up—not as broadcasters, but as participants in a broader conversation. The rise of “de-influencing” on TikTok reflects a broader desire for authenticity. People don’t want to be sold to every time they open their phones. This is a signal for brands to do more than simply shift from traditional ads to creator partnerships—they must lead with authenticity, prioritize long-term partnerships with creators who share their values, and remain nimble as platforms, algorithms, and culture continue to shift. The brands that succeed won’t just chase influence—they will co-create it with trusted voices and passionate communities. That’s the future of marketing.