SXSW 2024

Forget Collabs: Why Brands Should Act Like Creators Instead


Content marketing is dead–at least the version everyone embraced over a decade ago. Brand newsrooms will give way to a new cultural phenomenon: Creator Brands. Creators are the fastest-growing media empires in the world, simultaneously amassing huge, niche communities through some of the most of disciplined communication techniques we've ever seen. Most brands are inclined to just partner with them and bask in the glow of their influence. What this panel is proposing is: what if, instead of just collaborating with creators, brands developed their own creator-like communication techniques?

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  1. How to "take up space" as a brand and find the intersection between what you want to say i.e. your brand POV, and what audiences are hungry for.
  2. How to match the production pace and output of the most disciplined, popular creators.
  3. How to reconcile your business goals with your audience goals.



Brandon Carter, Director Of Strategy, WE Codeword

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Intermediate

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