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It’s no secret that creators have become pillars of brands’ marketing strategies. But brands are anticipating what’s next for the creator economy as influencer marketing continues to evolve beyond the traditional pay-for-a-post model. Spending on influencer marketing is forecasted to surpass $4 billion this year, possibly reaching $4.6 billion next year, according to Insider Intelligence.
On Sept. 13, Ad Age Next: Social & Influencer Marketing will bring together leaders from platforms and brands who are expanding how marketers think about and use creator content. Sessions will touch on topics including the importance of creator diversity, how to harness the power of natural super-fans for a creator class, virtual influencers, navigating Name, Image, Likeness plans, and measuring creator marketing success.
Adrienne Lahens, global head of operations for TikTok’s creator marketing solutions, will take the stage to discuss the platform’s evolution and Creator Marketplace. Zaria Parvez, the global social media manager behind the Duolingo owl, will speak about what it’s like being a brand on TikTok, and embracing the app’s tone.
Pinterest’s creator inclusion lead, Zenash Shifferaw, and Logitech’s VP of global marketing, Erika Priestley, will discuss the power and importance of working with diverse creators, and how to find them.
Schools, athletes, and brands are only one year into the NCAA’s Name, Image, Likeness policy, yet the space has seen a lot of change. Desi Okeke, director of Degree deodorant for North America, and Chris Marciani, director of national sales for The Brandr Group, will speak about how to work with athletes and how the policy will impact fall sports.
Other speakers include Nathan Baynard, VP of global brand marketing for Barbie; Neiv Toledano, social media manager for Chipotle; Cameron-James Wilson, founder and CEO of The Diigitals; and Casey DePalma McCartney, senior director of external communications and digital engagement, Unilever North America.
In this article:
Erika Wheless is a technology reporter covering social media platforms, influencers, and esports. She was previously the e-commerce reporter for Digiday, and is a graduate of the Craig Newmark Graduate School of Journalism.
