Creators aren’t just changing marketing; they’re transforming product development too. Creators can drive demand for specialized products, accelerate product lifecycles, and even change what customers actually value. Companies that recognize the power of creators can choose from four strategies, including partnering with them or acting as a supplier.
Forget what you previously knew about creators and influencers like Mr. Beast and Charli D’Amelio who produce content for YouTube, Instagram, and TikTok. Content creators are quietly rewriting the rulebook for innovation and strategy for many incumbents, especially in the consumer goods and services industries. By changing how consumers discover and use products, creators are 1) driving demand for increasingly specialized products and services, 2) accelerating product lifecycles, and 3) changing what customers actually value.
