Four tips for nurturing authenticity within the creator economy

Authenticity: it’s something that consumers expect from content creators – and something brands often fail to convey in creator partnerships. Here are four points to remember about influencer marketing from experts at Advertising Week.
1. Do not equate content creators to spokespeople
Many marketers try to project the spokesperson model – whereby they feed someone a script – onto content creators. This doesn’t work in a space whose audience knows an influencer on a