The creator economy is exploding and expanding, as influencer marketing gives way to real creator engagements and as more individuals start recording, writing and publishing for themselves.
However, some in marketing worry the sphere is also hampered by a lack of standardized practices and industry-wide benchmarks. How can such a dynamic industry navigate the intricacies of brand partnerships, authenticity, and the evolving relationship between creators, platforms, and advertisers?
The IAB’s recent unveiling of the Creator Economy Ecosystem Mind Map aims to address this question, offering a visual blueprint for the industry to coalesce around shared principles and foster more effective dialogue.
“The creator economy is booming… yet, there are still no industry-wide, agreed upon standards, or creator best practices,” said Zoe Soon, VP, Experience Center, IAB, in this video interview with Beet.TV.
The Mind Map, she added, “is meant to be a visual reference guide for the industry that maps out the key players, the associated …