Creator Marketing Shift

Jordan and Dani Ramirez share insights about how the influencer marketing industry is evolving, particularly noting a shift from big-name influencers to distributed, smaller-scale content creators. This change is reshaping how brands approach marketing and content creation.

Key Points:

• Industry Shift in Brand Deals:

  • Moving away from expensive influencer partnerships
  • Trending toward mass marketing with multiple smaller creators
  • Focus on user-generated content (UGC) over traditional influencer content

• UGC Creator Economy:

  • New class of content creators who don't want to be influencers
  • Typically paid $2,000 for 4 brand videos per month
  • Creators work on retainer for multiple brands
  • Don't need large followings to be successful

• Benefits for Brands:

  • UGC content often performs better than branded assets
  • More authentic feel to marketing
  • More cost-effective than traditional influencer partnerships
  • Creates appearance of widespread organic product use

• Impact on Traditional Influencers:

  • Receiving fewer brand deal opportunities
  • Higher-priced influencers being passed over for UGC creators
  • Need to adapt to changing market dynamics

• Content Creation Evolution:

  • Brands maintaining multiple UGC creators on retainer
  • Focus on authentic, relatable content
  • Shift toward mass marketing approach
  • Emphasis on volume and variety of content creators

This shift represents a democratization of content creation, where authenticity and volume are prioritized over individual influence and following size.