(On Monday, June 19, principal analyst Jasmine Enberg will moderate a panel discussion with Reddit and Vidmob on “Community-Based Creative & The Edge of AI Insights” at Reddit’s headquarters. Register for the session here: https://vidmobxredditcannes2023.splashthat.com/)
Creators will be everywhere: Companies like TikTok and Pinterest have long included creators in their programming, but otherwise, creators haven’t been well-represented. That won’t be the case this year. Several major influencer marketing firms are also expected to have a major presence, including Whalar and Influential, which is taking over prime beach real estate previously held by Twitter.
- Influencer marketing has become a permanent line item on most brands’ budgets. Spending will continue to increase as campaign prices rise, ad market dynamics shift, and ad creative continues to trend more native.
- As the industry evolves toward long-term brand-influencer relationships, creators have also earned a seat on the stage—and at the brand strategy table. Co-creation strategies will be a major topic as brands seek to leverage the power of creators to both market and build products.