Consumers are becoming less and less responsive to traditional advertising and increasingly look for honest experiences and recommendations from people they follow. Because of this, creators have grown into an important part of modern marketing strategies.
In creator marketing, you as a brand work with a maker who builds content around your product or service. They do this entirely in their own, recognisable style. This keeps the message genuine and credible.
The big difference with traditional advertising? The creator keeps creative control over how the product is presented. It is exactly that freedom that makes it feel not like a pushy advert, but like a trustworthy, personal recommendation.