ALL THINGS CREATOR MARKETING WITH KAY HSU

Summary from the TLDR Marketing newsletter

Creator marketing is growing fast, with US ad spend rising 4X faster than the rest of media. People skip traditional ads but spend hours with creators they trust. That makes execution critical. Creators should be involved early to shape the idea, not added at the end. Brands should use their voice and storytelling, not treat them like ad space. Teams also need to fund both proven plays and real experiments, not just label things as tests. Podcasts are a key format, especially video, where 36% of listeners are more likely to trust ads than on social media.