# What is creator marketing?

> Creator marketing is a marketing strategy in which companies work with content creators to bring their products, services or brand to people’s attention. These creators make content for platforms such as Instagram, TikTok, Snapchat or YouTube and have often built a loyal group of followers who trust their opinion and recommendations.

- Canonical: https://www.influentials.com/en-us/knowledge/for-brands/what-is-creator-marketing
- Locale: en-us
- Hub: brands
- Published: 2026-07-28
- Updated: 2026-08-18

---

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](https://www.influentials.com/for-brands), you as a brand work with a maker who builds content around your product or service. They do this entirely in their own, recognizable 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 ad, but like a trustworthy, personal recommendation.