Gap Inc Debuts Cross-Brand Content Creator and Social Media Advocacy Program

For some context, just five years ago, the health business was worth $3 billion—while 70% of Target customers made purchases in the category last year. We recently teamed up with Glewee to understand how brands can find the right creator and measure the impact they could have on their bottom line. Collaboration with diverse creators has become more important than ever as more consumers want wider representation and desire to purchase from brands who align with their values.

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I don’t think people cared about it as much as they cared about color cosmetics. They have easily become major players in the industry, mostly because of creators and how fast the social media cycle works. Creator marketing is now a major https://darkside.ru/news/news-item.phtml?id=157486&dlang=en channel that’s growing faster than the broader advertising market, according to the IAB’s 2025 Internet Advertising Revenue Report. Spending on creator advertising hit $37 billion in 2025 and is projected to reach $44 billion this year, as many brands put creators at the center of their media strategies and product development. Leaning on smaller creators is another great way to incorporate creators into your content strategy.

• In addition, brands have the option to find the creators that suit them best.
• However, many still rely on outdated approaches rooted in what they think customers want, versus what customers actually want.
• Afterward, if you’re interested in gaining a strong foundation in social media before seeking certification, consider enrolling in the Meta Social Media Marketing Professional Certificate.
• A content creator is someone who makes original content for social media or digital platforms, usually within a specific niche.
• And if you’re not getting the results you’d hoped for, don’t be afraid to adjust the campaign.
• From here, you’ll be able to specify certain details about how you want your content presented on your channel’s page.

Senior Director, Brand Marketing

Content creators’ viewers are more than just their followers—they’re fans and devout supporters that admire the creator’s unique voice. Their followers trust and respect their opinions because they have created a deep connection with them over time. Partnering with external influencers offers a strategic way to maintain — or even grow — your presence on these increasingly closed platforms.

• In 2025, global spend has surged to $32.55 billion, driven by a measurable shift toward ROI-first strategies, AI integration across workflows and a strong preference for micro and mid-tier creators.
• Some are gamified, others are basic filters, and some are even more complex like a green screen option.
• Nearly half of creators struggle with delayed payments, a friction point that directly impacts campaign execution and creator retention.
• Once the backbone of the industry, gifting and seeding have steadily declined—cited as a top ROI driver by just 20% of brands in 2025, down from 71% in 2020.
• Look at who is posting about you, who speaks to your target audience, and who creates content that matches your style and goals.

AI-Powered Content Marketing and Strategy Specialization

This focus surpasses pouring hefty budgets into celebrity deals that feel disconnected from the brand and often leave customers feeling “sold to”—the opposite of what brands are trying to achieve. Social-first brands are investing more in solutions that drive these efficiencies, so that they can focus on delivering personalized experiences. Given these results, it’s no surprise that brands are rethinking their entire approach to creator relationships. The smartest brands in 2026 won’t treat creators like ad slots—they’ll treat them like strategic partners.

Micro-creators may have a small audience, but they’re just as valuable, if not more valuable to brands depending on the niche and industry. Sign up for newsletters, listen to podcasts, follow top creators and publications who center creator marketing content. The information you receive could ignite the spark you need for your next partnership. Your brand community consists of the people who follow your social content, and advocates for your brand’s services and products.

Three Ways to Integrate Creator Marketing Strategies into Your Marketing Plan

• Give creators the opportunity to create something special and try not to impose too many restrictions.
• It is about building the right partnerships, understanding what is driving impact, and using those insights to make smarter decisions over time.
• Last year, the company launched a Creator Marketplace that helps brands better connect with talent on the app.
• We’ll dive into more about the differences between using different types of creators in a minute.

The Creator Card also allows users to separate personal and business finances, something many creators currently lack as they scale from individuals into full-fledged businesses. Depending on the certification you get, you may be able to showcase your new credentials online. Sharing your credential on your social media, website, portfolio, or in an email signature, for example, represents your new skills visually and can attract employers. If you’re interested in validating your social media knowledge, earning a certification can be a useful option.