Why Modern Brands Must Think Like Creators

For decades, traditional advertising dominated the marketing landscape. Brands crafted polished commercials, secured prime-time slots, and controlled the narrative. However, the digital age has transformed consumer behavior, rendering many conventional advertising methods less effective.

The Decline of Traditional Advertising

Several factors contribute to the diminishing impact of traditional advertising:

• Ad Blocker Adoption: Approximately 31.5% of internet users worldwide, aged 16-64, utilize ad-blocking tools at least occasionally, with an estimated 912 million users actively blocking ads across desktop and mobile platforms.
• Ad Fatigue: Consumers are inundated with advertisements, leading to ad fatigue and decreased engagement. This saturation diminishes the effectiveness of traditional advertising methods.
• Shift to Digital Platforms: The rise of streaming services and social media platforms has altered content consumption patterns. Many of these platforms offer ad-free experiences or allow users to skip ads, reducing the reach of traditional advertising.

The New Reality: Brands Must Entertain First, Sell Second

Consumers don’t want ads. They want stories, experiences, and culture.

• The most successful marketing today doesn’t feel like marketing.
• It feels like entertainment, education, or social currency.

Let’s look at who’s winning: ? Duolingo on TikTok – They transformed their mascot into a viral content machine, racking up millions of views. No hard sells, just engagement. ? Nike’s collaboration with athletes & creators – Their content is lifestyle-focused, storytelling-driven, and never feels like an ad. ? E.L.F. Cosmetics’ viral campaigns – They embrace UGC and meme culture, making consumers feel like co-creators.

These brands aren’t interrupting people’s experiences. They are the experience.

How Brands Can Shift from Advertisers to Creators

?? Make Content Native to Platforms – If your ad looks like an ad, it’s already failing. Every platform has a unique language. Master it.

?? Engage, Don’t Just Broadcast – Instead of shouting messages, brands must spark conversations and invite consumers into the storytelling.

?? Partner with the Right People – Brands need creators, not just influencers. The difference? Creators build communities; influencers rent attention.

?? Be Willing to Experiment – Trends move fast. The brands that win aren’t the ones with the biggest budgets, but those who can adapt, test, and evolve quickly.

Embracing the Creator Mindset

To thrive in this evolving landscape, brands must adopt a creator-centric approach:

• Native Content Creation: Develop content that aligns seamlessly with the platform's style and audience expectations. For instance, Netflix's significant presence on Instagram and TikTok, featuring content on popular shows and events, exemplifies this strategy.
• Community Building: Foster genuine connections with audiences by engaging in meaningful conversations and creating content that resonates with their values and interests. This approach transforms consumers into active participants in the brand's narrative.
• Collaborative Partnerships: Work closely with creators and influencers to co-create content that is both authentic and engaging. For example, Bobbie, an organic baby formula company, collaborated with celebrities like Naomi Osaka and Meghan Trainor to raise awareness on important issues, demonstrating the power of strategic partnerships.

The future belongs to brands that can entertain, engage, and create culture.

At CROING l Creative Agency , we help brands become creators—so they’re not just seen, but remembered.

Are you ready to evolve? Let’s talk. ??

#Marketing #Advertising #CreatorEconomy #BrandStrategy

I'm Anggie Salazar, Partner and VP of Marketing at CROING, we're a creative agency working with amazing brands to reach their audiences in a meaningful, impactful way.

If you liked this article, let's meet and discuss how your brand can stay on top of new audiences, new trends and everything in between, you can book time here: calendly.com/anggiesalazar