“You’re going to penetrate these communities more effectively with a voice that they actually want to hear from,” Lentino said. “And that’s not to say that traditional media can’t work or can’t be authentic, but it is a whole new wave of spending that needs to be considered.”
Advice for brands
Balcaen wrapped up the panel with some advice for brands working with creators. Her headline was to allow the creator freedom to make it authentic rather than impose certain requirements on a piece of content.
“When brands are asking us creators to push their product within the first three seconds of a video, people are going to scroll right past that because they’ll know it’s an ad,” Balcaen explained. “If you truly want people to trust the creator that you’re working with, you need to be able to let them integrate your product or your brand in an authentic way.”
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