The creator is no longer on the media plan — the creator is the media plan

The Media OnlineCory Treffiletti · 7 September 2026 at 11:10

Creator marketing has shifted from a tactic to a core retail strategy, with media plans increasingly built around creators. Brands are paying creators for outcomes, linking compensation to sales, conversions and ROI instead of reach alone. Creators are operating like media businesses, combining…
— The Media Online

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