How Communicators Should Capitalize on the Creator Economy

PRSSA ICON’s first Sunday breakout session featured an insightful analysis of the power of creator and influencer marketing from Brandi Boatner, IBM’s digital and advocacy communications manager. 

During the session, Boatner touched on how public relations professionals can utilize influencers/creators through the power of relationship building. 

“We must add creators to the mix and how we build relationships with influencers who generate content,” Boatner said. 

The creator economy is growing exponentially in the United States as one of the predominant industries. Companies utilize creators to get messaging and products in front of audiences and communities. 

Despite this, we must remember to distinguish between influencer marketing and creator marketing, Boatner said. 

“Influencers can become celebrities unto themselves with more recognition, leading to a stigma,” Boatner said. “The term ‘creator’ represents an authenticity that was formerly associated with ‘influencers.’”

When working with creators, it is important that companies are open and honest with them to avoid any bad blood between the two. 

“Make sure creators are disclosing paid partnerships,” Boatner said. “It could be costly for the creator and reputation damaging for the brand.”

In addition, companies must use engaging and interactive content when using creator marketing to reach their audience.

“Static posts aren’t going away, but Instagram is prioritizing reels,” Boatner said. “Marketers and communicators should utilize the tactic to ensure their content gets in front of audiences.”

Ultimately, public relations professionals and creators are a perfect match and influence is at the table. Communicators must think creatively about how to maximize and profit from this partnership.