Brands are expanding their micro-creator programs with gamified rewards. The model of working with influencers who boast big followings for one-off brand posts is falling from favor. Instead, brands like Sephora, American Eagle, Urban Outfitters, and Express are building creator programs that work year-round with a community of brand fans-turned-ambassadors who are given challenges and are rewarded for regular content. Many of these communities also double as loyalty programs: smaller creators (who are often college students or moms) can earn points and commissions, get early product access and free stuff, interact directly with the brand to give feedback, and could ultimately scale into a bigger brand partner. YPulse has been telling brands that nano-creators are the future for years—please see the receipts—because we know Gen Z feels more inclined to believe their opinion of a brand is genuine than just an ad for a major payout. (Digiday, Glossy)
👀 Read more from YPulse: Why Nano-Creator Content Should Be Your Next Campaign
