For us, creators are social media users who create engaging and creative content, but unlike influencers do not necessarily have a large audience of their own. These people create digital content. And the main thing for them is not skill, but fresh ideas — digital tools and editing apps can help them with the rest.
Now almost everyone can create content, and this changes the balance of power in digital. A video edited in a mobile editor can get even more views than an ad created for several millions in a studio. Therefore, working with creators becomes a winning option for brands.