Tapping into the Creator Economy for Organizational Success, by Jonathan H. Westover PhD
Abstract: The creator economy represents a transformative opportunity for organizations seeking to enhance their audience engagement and cultural relevance. This paper explores how businesses can strategically integrate digital content creators—who build sustainable careers through platforms like YouTube, TikTok, and Instagram—into their marketing, product development, and community engagement initiatives. By examining the defining characteristics of this rapidly expanding sector (projected to reach $100 billion globally by 2025), the article provides frameworks for identifying appropriate creator partnerships and outlines various collaboration models including sponsored content, product reviews, tutorials, and brand ambassador programs. Through illustrative case studies from the mental health and luxury fashion industries, the paper demonstrates how thoughtful creator partnerships can yield measurable benefits in audience growth, engagement, and brand perception. The discussion concludes with best practices for establishing authentic, transparent, and mutually beneficial relationships with creators to cultivate long-term audience connections in this influential economic sector.
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