"Brands are going to have to work with creators at scale, and they're going to have to move from working with 20 to 30 creators in a month to working with 500 to a thousand. That looks very different. It looks less like one-on-one deals. Agencies have not been able to crack this scale model because they don't have the technology to really drive the type of engagement that's needed."
"Version one of the creator economy for brands, which was that working with a select group of macro-creators [would] build brand equity and awareness, was a broken promise. The creator economy has fast evolved over the last two years, and one big difference from earlier influencer strategies is not only that big followings don't guarantee reach anymore, but that smaller accounts are much easier to discover."
Devotion, founded by Parade's Cami Téllez and ex-TikTok executive Jonathan Kroopf, addresses the breakdown of traditional influencer marketing through AI-powered solutions. The platform scales creator identification, outreach, and relationship management, allowing brands to shift from working with 20-30 creators monthly to 500-1,000 creators. This transformation reflects fundamental changes in the creator economy where algorithms from TikTok and Instagram prioritize content quality over follower counts, making smaller accounts more discoverable. Traditional agencies lack the technology to manage this scale effectively, while software alone cannot drive business outcomes. Devotion bridges this gap by combining technology with strategic business decisions, enabling brands to adapt to an era where macro-creator partnerships no longer guarantee reach or brand equity.
Read at Vogue
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