Brands and the creator economy
This article is part of a series of articles from the WARC Guide to brands and the creator economy. Read more.
The pandemic mandates across the globe have reshaped how consumers interact with advertising. People have become more comfortable using digital platforms for daily communication and shopping. has arisen in this context as a “interruption” to the traditional advertising industry. Live advertising is a type of promotional activity that is produced online by brands and synchronously consumed by viewers (). On live audio media, such as advertising on Facebook Live Audio and Clubhouse, creators frame the advertising message in audio format. On live video media, such as advertising on TikTok, Amazon Live, or the Chinese Tmall, creators stage the advertising message in video format.