Brands, Your Creator Script Is the Problem
A creator brief should spell out the product facts and leave the creator's actual voice alone.
Writing topic
Creator Strategy
A closer look at creator business, brand storytelling, content formats, collaboration, and the creative choices that help an idea land.
41 articles, ordered from newest to oldest.
The Washington Post Quoted Me About Saving on a Costco Rental Car
My Costco rental-car video led to a Washington Post interview about a price Costco Travel quoted for my Los Angeles trip, with follow-up coverage from The Independent and Yahoo.
Instagram Creators Featured Me for the Launch of Edits Assistant
My new Instagram brand partnership explains how Edits assistant can help creators read their insights and turn performance patterns into ideas for what to make next.
IMDbPro Adds Digital Creator as Creators Move Into Film, TV, and Streaming
IMDbPro’s new Digital Creator profession recognizes careers that now move between social platforms, streaming, production, and entertainment work.
YouTube Will Let Creators Test Three Cuts of the Same Video
YouTube’s new video A/B testing gives creators and brand partners a clearer way to connect the brief, the edit, and the audience response.
Expedia Let IShowSpeed Do His Thing and Put the Itinerary on Its Own Site
Expedia gave IShowSpeed room to make the content his way, then put the activities and booking details on a site built for interested viewers.
How Creators Can Work With Lawyers
A lawyer can help a creator negotiate a deal, protect existing work, set up a company, handle copied content, and understand what a contract gives away.
The Content Around Creator Work Can Help Sell the Next Partnership
Public analysis of completed creator work can show a prospective brand how the creator makes decisions before the first call.
Coca-Cola Wants Creators Connected More Directly to Sales
Coca-Cola’s agency review shows why creator briefs and case studies should connect the creative work to the behavior a campaign aims to influence.
What CAA's Big Bet on Creators Means for Talent Contracts
Creator representation agreements need clear boundaries around commissions, existing intellectual property, licensing, and business revenue.
Audience Participation Shows Brands When a Creator Format Works
Comments that complete a recurring joke can show a brand that viewers understand the creator’s format and know how to participate.
Chipotle Made Creator Footage the National Campaign
Chipotle cast 100 creators for the way they make things, then built its national Behind the Foil campaign from their footage.
Price Usage Rights Around the Brand’s Actual Media Plan
A defined media schedule can give brands the usage they expect to need while giving creators a clearer way to price the license.
A Detroit Campaign Should Know Why It Hired Someone From Detroit
A New Jersey creator study shows why a Detroit creator’s knowledge of the city and the Midwest matters in a local brand campaign.
Matt Wolfe Kept Criticism Rights Inside a 12-Month OpenAI Deal
Matt Wolfe's OpenAI sponsorship contract defines his paid obligations while preserving his ability to criticize the company in his ordinary coverage.
Brand Marketers Are Starting Creator-First When They Want Fandom
Recurring audience behavior can show a marketer whether people understand a creator’s format and want another installment.
Plan the Comment Section Before the Creator Post Goes Live
When a brand wants to join the comments under sponsored creator content, the voice, boundaries, and approval process belong in the brief.
What Makes a Creator Recognizable Belongs in the Brand Brief
Before changing a creator’s visual details, brand teams should know which recurring choices make the format recognizable.
Travel Brands Want Creator Stories They Can Connect to Bookings
Travel campaigns should define the creator’s production work and any booking attribution requirements before the contract stage.
What a Gen Z Campaign Needs Before Creator Casting
Start a Gen Z creator brief with the audience’s current relationship with the brand and the response the campaign needs to influence.
Hinge Turned ‘No Ordinary Love’ Into an Audiobook
Hinge’s recurring love-story campaign shows how one durable idea can take on new formats and collaborators over time.
The World Cup’s New Ad Break Kept 99% of Its Audience
World Cup hydration-break ads point to a useful question for creator campaigns: where can a product enter a story without losing the audience?
How to Measure What Each Platform Is Worth to Your Creator Business
CreatorIQ data on TikTok, Instagram, and YouTube shows why creators should track the business value of each platform separately.
Brands Are Starting to Put Public Filming Rules Into Creator Briefs
Public filming rules are becoming part of creator briefs and contracts as brands consider who can end up inside sponsored content.
Brands Are Starting to Fund Creator IP Like TV Shows
Brand budgets are moving beyond sponsored posts and into recurring creator formats, raising bigger questions about development, distribution, and ownership.
Lightspeed Hired a Creator to Help It Understand the Market
How creator audience feedback can give companies useful market intelligence alongside content and distribution.
A Product-First Opening Can Cost the Attention It Was Meant to Capture
Why creator briefs should let the opening establish a premise before asking the product to enter the story.
Creative Strategy Starts Before the Camera Turns On
When creators help shape a campaign before production, that strategic work should appear in the scope, timeline, and fee.
A Creator Brief Should Guide the Work, Not Write the Video
A strong creator brief sets one clear message, separates requirements from preferences, and gives creators freedom within the framework.
A Creator Strategy Should Survive the Next Platform Change
A resilient creator strategy prepares for platform volatility by investing in people, distinct communities, and ideas that can travel.
AI’s Best Role in the Creator Economy Is Behind the Scenes
AI can make a creator business more sustainable by organizing leads, improving follow-up, and automating routine administrative work.
The Opportunity Might Be Behind the Message You Haven’t Sent
Creators can find more opportunities through personalized outreach, specific asks, respectful follow-up, and generous professional relationships.
What Creator Economy Live East Confirmed for Me About Creator Strategy
My Creator Economy Live East takeaways on briefs, long-term partnerships, platform resilience, AI systems, and asking for opportunities.
Why Brands Should Cast Creators, Not Just Contract Them
Long-term creator partnerships build trust when brands cast for genuine connection, create shared value, and measure the conversation around the work.
Better Creator Partnerships Start With Clear Feedback
The strongest creator partnerships define goals, roles, usage, and approvals before feedback begins, giving creators room to make better work.
Why Creator Summits Produce Better Brand Content Than One-Off Trips
Creator summits give brand partners enough context, access, and familiarity to make coverage that feels specific instead of interchangeable.
The Economy Around Creator Work Is Bigger Than the Upload
YouTube estimates its U.S. creator ecosystem contributed more than $60 billion to GDP in 2025. I compare that scale with the costs and collaborators around my own work.
A good brand integration should be harder to remove than the logo.
Why effective brand integrations work within a creator’s established comedy format instead of interrupting the story for a product demonstration.
The Creator Economy Is Becoming a Real Business
Why creators building durable businesses need intellectual property, repeatable systems, distribution, and assets beyond audience size.
5 Ways to use Instagram TV for Conferences
Just when you got a handle on one thing, here comes Instagram TV. Here are five ways conferences can use it.
The Art Of Knowing Your Currency
Know what you bring to the table, so you can stop becoming bitter and start becoming better.