‘Some brands will continue to take liberties’: Confessions of an influencer marketer on brands misusing creator content

The creator economy is a minefield — from varying fees to trying to prove value to the C-suite — which is why marketers need to know how to operate professionally, in the same way they do for every other part of marketing.

In this edition of our Confessions series, where we trade anonymity for candor, the CEO of a U.S. influencer agency talks through three instances in the past month in which brands have wrongly (and in two cases knowingly) used creator content without proper usage rights, or paid that creator appropriately.

This conversation has been edited and condensed for clarity.

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