Brands Need to Think Like Creators

A lot of people make fun of influencers or creators.

But the reality is they're indispensable to brands now.

And they're also very successful in their own right.

Whatever they're selling, whether that be digital or physical products, insurance or crypto, luxury or merch, it's all money.

Look at the facts:

- MrBeast's Beast Games reality competition show on Amazon Prime Video has been very popular, reaching 50 million viewers in its first 25 days

- Jake Paul vs. Mike Tyson fight purse was estimated by some to be as high as $80 million.

- In December 2024, the estimated earnings for Ryan's World YouTube channel were between $10m and $40m dollars.

- Kim Kardashian was rumoured to charge an astonishing estimated $2.1 million per branded Instagram feed post.

A lot of people make fun of influencers or creators.

Not least the white collar workers at brands themselves.

But the reality is they're indispensable now.

Look at the numbers:

- MrBeast's Beast Games reality competition show on Amazon Prime Video has been very popular, reaching 50 million viewers in its first 25 days

- Jake Paul vs. Mike Tyson fight purse was estimated by some to be as high as $80 million.

- In December 2024, the estimated earnings for Ryan's World YouTube channel were between $10m and $40m dollars.

- Kim Kardashian was rumoured to charge an astonishing estimated $2.1 million per branded Instagram feed post.

Good luck trying to match this reach as a brand unless you have a huge ad budget like P&G or Samsung to buy eye balls.

Everyone who wants to be successful now and in the future will need to 'become' a creator.

Brands need to think like creators.