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How Your Business Should Tap into the Creator Economy

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Influencer marketing is upending established customer-facing businesses.

Creators aren’t just changing marketing. They’re transforming product development, too. Creators can drive demand for specialized products, accelerating product life cycles and even changing what customers actually value. Companies that recognize the power of creators can choose from four strategies, including partnering with creators or acting as suppliers.

Forget what you knew about creators, or influencers like Mr. Beast and Charli D’Amelio who make content for YouTube, Instagram, and TikTok. Content creators are silently rewriting the innovation and strategy rule book for a multitude of established companies, particularly in the consumer goods and services industries.

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