ICYMI: Why Brands Need to Let Creators Take the Wheel

Creator series collabs I’m loving in 2024 ⚡️

Several years ago, working with influencers and creators was was all about doing something net new and different. While I’m a big believer of thinking out of the box, sometimes to the answer to a successful campaign is right there in front of you with the creator.

In 2024, brands are opting to work within existing franchises and creator series’, which is naturally more authentic for influencers, creators, and their audiences.

Stopping the scroll is what it’s all about, and in my opinion, there is no better way to do that than incorporating your product into a creator’s already-on content.

One of my favorite LinkedIn posts ever (check it out here!) comes from Todd Kaplan, CMO of Pepsi. In it, he shares “Don’t interrupt your consumers regularly scheduled programming. Let them ‘find you’ where they are already spending their time, with ideas that encourage them to opt in and engage.”

Brands like Google, Maybelline, Tinder, and Paramount are a few of the brands leaning into this. And I’m loving it. 

Here are 3 great examples and what you can learn from them.

(This is part of a monthly series of social and influencer marketing trends I send out to paid subscribers)