WTF is brands’ new investment in creator-generated content?

It’s no secret that the creator economy has hit critical mass. Advertisers are getting more specific in their asks — whether it be more meticulous metrics or carefully curated creators — to have more control over their influencer partnerships and content creator deals.

Brands are turning to creator-generated content (CGC) as a means to solve for some of this. Think of it as another factor in the already fragmented influencer marketing landscape.

CGC is creator content commissioned by a brand that lives on the brand’s owned-and-operated channels — like user-generated content but carefully curated and owned by the brand. With CGC, brands can say exactly where the content lives and for how long. That control is something marketers have been pushing for as the creator economy continues to become a more standardized media channel. 

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