Navigating Brand Strategies and Creator Culture

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Welcome back to Creator Economy Live, your go-to source for all things influencer marketing. This week in episode 54, Keith Bendes and Brendan Gahan break down the latest trends, including record-breaking NIL deal spending, the rise of performance-driven influencer marketing, and how YouTube has overtaken mobile as the top way people watch content.

We also celebrate 20 years of YouTube, exploring how it reshaped media and made creators more influential than traditional celebrities. Then, we’re joined by Kim Larson, Global MD & Head of YouTube Creators, who shares insights on why brands still prioritize Instagram and TikTok, the battle between long-form and short-form content, and where YouTube is headed next.

To wrap up, we highlight Khaby Lame as our Creator of the Week and Dunkin’ as our Brand of the Week for their standout Super Bowl and Grammy campaigns.