The Rise Of The 'Casting Era' In The Creator Economy
For the last three years, the creator economy playbook has been getting pulled in one direction. Make talent a commodity.
The amount of global platforms set up to seize the opportunity of overworked agencies, exhausted managers and clueless marketing managers is astounding. They follow a simple formula, nothing original. Creators are tracked on a platform, they're then scored based on rudimentary metrics, easy to scrape data and no intrinsic value. Then they're broadly ranked and sorted for the client who doesn't know any better.
The middle of our market is drowning in AI-driven creator matching tools, mainly because it's cheap for brands. But it leads to a plague of boring placements, generic content and campaign reports that move on boosted views but not on real brand building.
Now the top of the market is going the other way.