CreatorIQ’s Post

Transcript

There's definitely been an evolution of what both the publishers need and the creators need. But the relationship in some ways has stayed a little bit the same, in the sense that creators and influencers, as they've grown and wanted to create awareness, have always leaned on publishers for some sort of validity and also being able to help tell their stories in a bigger, better way, being behind a camera. And taking photos and back in the day, writing blog posts didn't allow people to see their full picture. And so publishers allowed them to do an interview and showcase them in a different way and photo them in a different way and elevate them from an influencer status to more of a celebrity status. And that has not changed. I still think it's critical to the business. And so if you want validity, you go to a publisher to have that feature, whether it be, you know, you might not be on the front of a magazine, although some creators have gotten that big, but doing a feature, having an essay. Reaching an audience that might not watch you or consume you on a social media platform is really validation for them. So I think that relationship has always been really interesting and continues to be important.