creator economy
How YouTube turbocharges brand-creator partnerships
From long-form to Shorts, YouTube offers a powerful ecosystem where creators and brands can co-create stories that resonate—and drive real impact. Here’s how marketers can harness that full potential.
Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy
Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.
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Instagram confesses that it lowers quality of underperforming videos
Smaller creators worry that they will be disadvantaged by this feature which can harm their content’s reach and visibility.
How brands can avoid getting ghosted by creators
Marketers may think a paid partnership guarantees project success, but it doesn’t. Here's why brands must understand and prioritise creators' needs for a truly effective collaboration.
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TikTok’s Matty Lin on fostering growth amid global challenges
The Southeast Asia GM talks to Campaign about embracing changing consumer trends, building brand safety, and expanding AI in one of the platform’s most vital markets.
Narrative creates Board of Influence to navigate burgeoning creator landscape
EXCLUSIVE: We Are Social’s earned-led subsidiary will appoint new creators annually to serve as a board of directors advising on creator marketing.
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