In an era of ad fatigue and media saturation, content creators have become essential to modern marketing strategies, offering authenticity and deep audience connections.
“Creators are absolutely critical in the modern marketing landscape,” Kerry Doyle, executive vice president of Carat Content at Dentsu International’s Carat USA, said in this interview with Lisa Granatstein, editorial director of Beet.TV. “They have a deep trust and authentic connection with their audience.”
With consumers increasingly seeking content that feels genuine and relatable, creators provide an effective way for brands to integrate messaging without disrupting the user experience. Whether through TikTok videos, YouTube content, or live streams, they naturally weave products into their narratives in a way that resonates.
“They’ve really mastered storytelling, which makes them unique in capturing attention,” Doyle explained. “They don’t just deliver messages—they make them feel super real and engaging for their audience.”
As brands navigate the evolving media landscape, Doyle emphasized that leveraging creators isn’t just about promotion but about fostering authentic connections that drive engagement and trust.
Key strategies for success
As brands increasingly turn to creators to connect with audiences in an authentic way, understanding how to collaborate effectively is essential. Three key strategies can help brands build successful partnerships with creators, Doyle said.
“The first one, and probably the most important, is authenticity,” she said. “If a brand partners with a creator who genuinely connects with their product or service, the content will be far more compelling and resonate deeply with their audience. It’s really important that the partnership doesn’t feel forced or transactional.”
The second key strategy is creative freedom, which can be intimidating for some brands but is crucial for effective creator-driven content. “Creators know their audience and the type of content that audience loves,” Doyle explained. “You need to trust that creator to create the best piece of content for their audience. Brands should allow creators the flexibility to create in their own voice rather than imposing rigid guidelines.”
For brands with more complex products, such as tech or automotive companies, Doyle stressed the importance of clear communication and training. “It’s smart to be upfront with creators and provide them with basic training on the product so they can accurately speak to their audience while maintaining authenticity,” she said. “And if there are any guidelines—like legal or technical requirements—it’s best to establish those early on to ensure content stays within necessary limitations.”
Finally, Doyle emphasized measuring success effectively.
“At Carat, we work collaboratively across the agency, bringing in our analytics team from the start to ensure we capture the right KPIs that align with overall campaign goals,” she said. “You don’t need to measure everything—you just need to measure the right things.”
As the creator economy continues to expand, Doyle highlighted the importance of strategic partnerships.
“The creator economy is obviously so hot right now,” she said, reinforcing that brands willing to embrace authenticity, creative freedom, and clear goals will see the most success in this evolving space.
You’re watching “Tapping Into the Creator Economy: How Brands Can Leverage the Power of Consumer Culture,” a Beet.TV Leadership Series Presented by Spotter. For more videos from this series, please visit this page.
You’re watching “Tapping Into the Creator Economy: How Brands Can Leverage the Power of Consumer Culture,” a Beet.TV Leadership Series Presented by Spotter. For more videos from this series, please visit this page.
