The creator industry is booming. Today, there are more than 250 million active creators—and that number that has nearly tripled in size since 2021. But finding the right talent to represent your brand is a challenging exercise. An article in CM sister pub PRNEWS argues that brand advocates—as opposed to influencers—are able to connect with their audiences and help companies set themselves apart.
“In a digital world saturated with content, it is difficult to identify which creators will provide the best ROI,” writes Aixa Bellido de Luna, Account Supervisor, Advocate and Account Services, at Carve Communications, Inc. “The most underrated and valued criterion is authenticity—the creator’s ability to deliver a transparent message that rings true to themselves and resonates with their followers, helping them stand out from others. This authenticity keeps viewers engaged long enough to watch an entire video, click a link, enter a giveaway, buy a product, share with friends and more.”
Here are three ways to identify an advocate for your brand.
Network
