Behind the Numbers Special Edition: Creator Content – What’s New and What’s Next

Release Date: February 15, 2025

In this special edition of Behind the Numbers, eMarketer delves into the evolving landscape of creator content with industry experts from prominent brands. Hosted by Jasmine Emberg, Vice President and Principal Analyst at eMarketer, the panel features Nicole Weltman, Head of Social at Taco Bell; Brian Reesberg, CEO and Co-Founder of Little Chonk; and Sarah Crockett, Senior Vice President and CMO of DSW. Recorded during the eMarketer Summit Creator Economy Trends 2025 on February 7th, this episode explores the latest trends, challenges, and strategies in the creator economy.

1. The Migration of Creators to Omnichannel Campaigns

Brian Reesberg opens the discussion by highlighting a significant trend: creators are increasingly stepping beyond social media platforms into traditional media avenues. He shares insights from Little Chonk's out-of-home campaign with Google Wallet, where their presence extended to billboards and subway stations in New York City.

"Creators are stepping off of TikTok. Like, you know, there's a lot of Super Bowl commercials this year with creators like Alex Earl and Jake Shane."
— Brian Reesberg [04:36]

This shift not only broadens the creators' reach but also adds authenticity and organic engagement to traditional advertising channels.

Nicole Weltman echoes this sentiment, discussing Taco Bell's foray into TV ads with creators like Ash Shu. She emphasizes the importance of integrating creator content seamlessly across various media platforms to maximize impact.

"We got to kind of mobilize her community. Her channels have a really beautiful, craveable spot that can live on connected TV, social, and TV."
— Nicole Weltman [06:24]

2. Embracing Long-Term Partnerships

The panelists agree that long-term collaborations between brands and creators foster deeper trust and more authentic content. Brian Reesberg discusses his extended partnership with Dell, which allowed Little Chonk to integrate Dell's products naturally into their content narrative.

"When you have this intimate relationship with your audience, you're selling a lifestyle, and if that product can fit into your lifestyle, then I want people to know about it."
— Brian Reesberg [21:38]

Similarly, Sarah Crockett outlines DSW's approach to creator partnerships, emphasizing authenticity and alignment with brand values over transactional relationships.

"We're looking for people who truly have a connection to our brand, are interested in what we have to say and what we have to offer."
— Sarah Crockett [27:19]

3. Navigating Content Trends: Trending vs. Evergreen

The discussion shifts to content strategies, particularly the balance between leveraging trending topics and maintaining evergreen content. Nicole Weltman asserts that while trending content accelerates engagement, brands must infuse their unique personality to avoid appearing inauthentic.

"You don't want to embrace a trend just for the sake of it without infusing your own human truth, your personality in it."
— Nicole Weltman [16:31]

Sarah Crockett adds that brands should prioritize authenticity over chasing every trend, ensuring that their content resonates genuinely with their audience.

"If a trend doesn't feel naturally right or important or relevant to your audience, don't follow it just because it's a trend."
— Sarah Crockett [20:04]

4. Diversifying Platforms and Content Types

Brian Reesberg emphasizes the importance of diversifying across multiple platforms to mitigate risks associated with platform volatility. Little Chonk's strategy includes expanding into newsletters and hosting events like Chonk Fest to engage audiences beyond TikTok.

"You can't rely on any platform. So it behooves you to get off of TikTok and start moving on to different platforms."
— Brian Reesberg [11:10]

Sarah Crockett notes that while DSW has paused exploring TikTok Shop due to platform uncertainties, they continue to invest in creator content across other channels to derive valuable insights applicable to platforms like Instagram and YouTube.

"The learnings that we're experiencing with this push into TikTok specifically can translate to learnings on other platforms."
— Sarah Crockett [15:20]

5. Balancing Own Brand with Third-Party Partnerships

Balancing personal brand initiatives with third-party brand partnerships is crucial for creators. Brian Reesberg discusses how Little Chonk integrates brand collaborations without overwhelming their audience, maintaining authenticity and trust.

"We try to be very smart and respectful of our audience because... I want to see your adventures. That's why I follow you."
— Brian Reesberg [24:07]

Nicole Weltman highlights Taco Bell's approach to managing multiple creator partnerships at varying levels of engagement, ensuring that each collaboration aligns with the brand's broader marketing strategy.

"We might enlist them for one product in a short flight, but they know that they'll be hearing from Taco Bell again."
— Nicole Weltman [26:39]

6. The Future of Creator Content

Looking ahead, the panelists anticipate continued growth and evolution in the creator economy. They emphasize the need for brands to cultivate genuine relationships with creators, invest in diverse content strategies, and remain adaptable to changing media landscapes.

"Trending content was bubbling, and TikTok just put it on an accelerator. But it won't revert back to this more stale evergreen. It will revert back somewhere in between."
— Nicole Weltman [18:29]

Conclusion

This episode of Behind the Numbers offers valuable insights into the dynamic world of creator content. From the migration to omnichannel campaigns and the significance of long-term partnerships to balancing trending and evergreen content strategies, the panelists provide a comprehensive overview of the current and future trends shaping the creator economy. Brands and creators alike can leverage these discussions to navigate the complexities of digital media, ensuring authentic engagement and sustained growth in an ever-evolving landscape.

For more insights and detailed analysis, tune in to Behind the Numbers, published Monday through Friday wherever you find podcasts.