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What the rise of the niche and nano-creator means for influencer marketing

As the creator economy swells, niche creators stand out capturing user attention and advertiser dollars.
December 26, 2024

What the rise of the niche and nano-creator means for influencer marketing

As the creator economy swells, niche creators stand out capturing user attention and advertiser dollars.

Additional coverage:

ICYMI:

  • More brands are beginning to export the benefits of influencer content via programmatic ads.
  • Our last Digiday+ Media Briefing of the year takes a look at the top trends from 2024, from AI licensing deals to referral traffic challenges.
  • Our last Digiday+ Future of TV Briefing of the year looks back at the top topics and trends that overtook the TV, streaming and digital video industries in 2024.
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Top Stories
Ivy Liu
As the creator economy swells, niche creators stand out capturing user attention and advertiser dollars.

howdy!
It’s now possible to generate avatars in minutes using audio, images or videos and produce content with hundreds of different backgrounds, outfits, tones and languages or gestures. Others use virtual influencers or animated characters – but either way, do you as a marketer aim for realism or steer clear of the uncanny valley?

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As advertisers face challenges in devising, designing and deploying ad creatives, they turn to creative transformation to replace the manual processes that can lead to burnout or be challenging for smaller teams to accomplish.

howdy!
While subscriptions are still a modest slice of Snap’s revenue pie, they’re giving the company’s top line a noticeable lift.

While traditional viewing audiences fragment and decline, TV advertising prices remain strong.

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We discussed with our research panels CTV and streaming’s increasing appeal, the advice they’ve been sharing with clients about programmatic buying, and how they’re working more closely with creative agencies.

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Traditional metrics like engagement or time spent on the ad leave advertisers guessing about the efficacy of their ads, particularly on CTV or retail media.

howdy!
More brands are beginning to export the benefits of influencer content via programmatic ads.

howdy!
This week’s Media Briefing takes a look at the top trends from 2024, from AI licensing deals to referral traffic challenges.

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