Strategies for Authentic Branding in the Creator Economy

I've helped creators build 8-figure businesses, and here's the truth no one talks about: Most creators are building backwards. They focus on: • Chasing brand deals • Growing followers • Making viral content • Showing up at fancy events • Chasing opportunities in Hollywood • Hiring traditional agents/managers When they should be focusing on: • Building owned assets or companies • Creating IP • Building a loyal community • Exploring collaborations in global markets • Hiring operators When I started managing Yes Theory, everyone told us to chase brand deals. Instead, we focused on building our own brand and IP. Result? We generated more revenue from our own ventures than from brand deals. Here's some stuff I've learned: 1. Start with systems - Document everything - Build processes early - Hire for operations, not just content creation 2. Focus on ownership - Create products your audience actually needs - Build email lists and communities - Own your distribution 3. Think sustainability - Multiple revenue streams - High margins > High revenue - Long-term relationships > Quick wins The creator economy is shifting. The next wave of successful creators won't be influencers. They'll be founders. What are you building that you actually own? #creatoreconomy #entrepreneurship #business

I’ve been watching brands like GRÜNS and Duolingo absolutely crush it, not just in sales, but in building real communities that genuinely love them. The most interesting part? They’re doing it without relying on the “old playbook” of huge ad buys and perfectly polished campaigns. Instead, they’ve built their success on authenticity, relatability, and community. Creator-first marketing They’ve mastered the power of micro-influencers. Instead of putting all their budget into one big celebrity endorsement, they work with hundreds of smaller creators who speak directly to niche audiences. These aren’t scripted ads, but rather authentic moments and personal recommendations. Their creators actually use and love the products, and as a result their audiences trust them. Community-first branding Fans don’t just buy the product; they feel like they’re part of something bigger. From reposting user-generated content to running rewards programs that incentivize sharing, every touchpoint is about building belonging. It’s the difference between a customer base and a community. Culture-led product design They make products that look and feel like they’re meant to be shared. Think pastel energy drink cans that pop in a selfie, or candy-like gummy vitamins that break the mold of what “wellness” products usually look like. Every design choice is intentional and it turns customers into free brand ambassadors. TikTok-native campaigns These brands don’t try to force traditional ads into TikTok. They create short, snackable videos that match the tone of the platform, relatable, quick, and unpolished in the best way possible. That’s why their content gets watched, shared, and remembered. The biggest lesson for me? You don’t have to chase perfection to win. The real power comes from knowing your audience, speaking their language, and giving them the tools and reasons to tell your story for you. In a world of massive ad budgets, authenticity and cultural relevance are still the most powerful currencies. #BrookeMonk #TikTok #BrandMarketing #CreatorEconomy

American Eagle is going all in on creators. Why this is a smart bet to re-energize their brand: They're reviving their 20-year old campaign: American Eagle's "Live Your Life" With over 200+ influencers. 📌 The campaign: AE provided disposable cameras to creators and employees, asking them to capture authentic moments of "living their life." These real, unfiltered snapshots form the core of their new content strategy. ✅ What they're doing right: 1. Flooding the feed By activating 200+ creators simultaneously, AE is creating a movement and building momentum in the feed. They're aiming for scale and advocacy. 2. Building trust with real content BY their fans AE's CMO notes that their user-generated content often outperforms even their most polished brand creative. Authenticity wins. 3. Tapping into Gen Alpha and Millennials Multi-generational approach reaches a broader audience. By using disposable cameras, AE taps into nostalgia for Millennials while introducing a "new" concept to Gen Alpha, bridging generations through shared experiences. -- 📌 The latest Creator Economy data shows you why this matters: - 3 in 5 consumers are more likely to engage with a brand recommended by a creator - High-ROI brands invest 42% of social budgets into creator partnerships - 2x more than low-ROI brands - Creators crave creative freedom - 40% of high-ROI brands prioritize creators' creative vision - Long-term partnerships matter - creators are 4x more likely to continue partnerships that support their growth Source: Deloitte, GRIN -- The takeaway for you? Brands winning with creators focus on: 1) Long-term relationships 2) Scale + authenticity  3) Creative freedom As the creator economy approaches $500B, the brands that master these principles will lead the pack. Invest accordingly.

WARNING: Science is here for influencer marketing. Everyone who works with Creators hates the word “authenticity”, but we can’t seem to avoid it - and for good reason. It’s always been core to our space, even if no one could actually define it…. Until now. New research from Professor Barbara Duffek at Georgia State gives us a nice 5-point framework for what constitutes "authenticity" in influencer marketing: - Expertise - demonstrating a deep understanding and experience within their niche - Connectedness - building emotional bonds with their audience through genuine interactions - Originality - storytelling and creative content that resonates (it's the creative!) - Transparency - open communication about brand partnerships including the use of AI in content creation - Integrity - the perceived motivations of Creators’ in endorsing brands (more authentic if it comes from passion rather than financial gain) You don't need all 5, but if you're missing one, the others better be good. What do you think - is anything missing from this framework for "authenticity" in influencer marketing?