The creator economy has reached critical mass, prompting advertisers to demand specific metrics and curations for influencer partnerships. Brands are incorporating creator-generated content (CGC), which is content crafted by creators under brand directives, allowing for better control and placement on owned channels. This shift gives brands the power to dictate content lifespan and areas of distribution. CGC differentiates itself from user-generated content (UGC) by allowing brands to hire creators specifically for content creation, focusing on their skills rather than their influence. This positions creators as creative directors rather than mere influencers.
With CGC, brands can say exactly where the content lives and for how long. That control is something marketers have been pushing for as the creator economy continues to become a more standardized media channel.
You're hiring the influencer for their skill in creating this content but not for their name. You're really using them as actors and creative directors, and not as influencers.
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