Anthropologie and Other Brands Back Creator-Made Shows Over One-Off Posts
· 30h ago · Originally reported by Digiday
Brands including Anthropologie are shifting from booking individual creator posts to commissioning full creator-produced shows, per Digiday. The move reflects a push toward longer-form, serialized content rather than one-off sponsored posts.
Why it matters
It signals how brand dollars are moving toward creator-led video programming, which changes where ad spend flows and how campaigns are measured.
Explain it like I’m new here
Instead of paying a friend to post one photo of a product, brands are now funding whole mini-shows starring that friend.
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