The WARC Guide to brands and the creator economy
The full deep-dive deck into brands and the creator economy is exclusively available to WARC subscribers.
This WARC Guide provides a summary of new thinking and best practice on brands and the creator economy, including:
- An overview of the creator economy and its origins
- The importance of fandom and community in driving the creator economy
- Lessons from creator-brand partnerships in gaming and esports
- Key advice for brands wanting to collaborate with creators
Contributing articles
Overlook the clichés of the creator economy
Author Matt Klein
Company Zine
How emergent beauty platforms are offering creators more agency over their earning potential
Author Natasha Hulme
Company SEEN
Influencer brands aren't bulletproof - here are three times they've gone wrong
Author Sara McCorquodale
Company CORQ
New power dynamics equal new possibilities
Author Zoe Scaman
Company Bodacious / MCX
How influencers are exploring their income options
Author Alexander Frolov
Company HypeAuditor
What brands need to know about the rising creator economy in Asia
Authors Misaki Sato, Jeerapat Klinpayom and Sandra Lee
Companies AnyMind
Inside the rise of the gaming influencer
Author Bethany Bloch
Companies Mutant Communications
How brands can engage in the creator economy
Authors Jorik Houweling and Nthabi Kamala
Company VMLY&R
The impact of the creator economy on the next generation
Authors Nick Richardson
Company The Insights Family
Influencing the influencers: Exploring the creator economy in esports
Author Soraya Sobh
Company FNATIC.COM
TikTok and the new dynamic between creators and brands
Author Trevor Johnson
Company TikTok
Strategies for effective live advertising
Author Yiru Wang, Zixuan “Mia” Cheng, Jianyu “Kerwin” Hao, Kirk Plangger, Colin Campbell and Sara Rosengren
Company State University of New York / King’s College London / University of San Diego / Stockholm School of Economics
What is a content creator?
Author Nicole Alibrandi
Company Mediakix
Author Q&A
With Matt Klein, Director of Cultural Strategy, sparks & honey
The WARC Guide playlist
The complete WARC Guide playlist of Q&As with expert authors.
