This is so aligned with something I've been thinking about a lot. I wrote a piece this week about the difference between reach and community from my years at Reddit, and the parallels to creator partnerships are exactly this. Scale without relationship is just noise.
very well said 👏I wrote the below for my newsletter this week after reading multiple pieces on how AI is "supporting" the discovery phase currently - and I really wonder where we're headed.
When do we apply human judgement? Is it reserved only for top-tier partnerships? should we hand over nano-and micro-tiers fully to the automation & AI gods? It seems like this topic of nano & micro creators is being treated as a data problem to be solved. And if that’s true, what impact will that have on the industry as a whole?
exactly! especially confusing with the rise and importance of micro and nano creators today. how are brands supposed to grow with these creators if they don’t truly know who they are?
It’s also getting so easy to spot a disingenuous post or ad these days so I love when you can tell the creator has actually expressed interest in the brand prior to working together! Makes the audience feel like they’re in it and growing together rather than being sold to
exactly! There’s a reason it takes time to build community. People can tell when a creator’s post is just a cash grab vs. a creator continually sharing about a brand/product over time in an organic and sponsored way.
Yes, love this! Relationships will always be key in the influencer universe. Tools are great ways to help streamline a process, but relationships with humans first always - brands, influencers, consumers!
"If brands are going to scale the number of creators they work with, the investment cannot just be in AI tools. It has to be in people, whether that is building out a team, working with freelancers, or bringing in consultants, so relationships don’t get lost in the process."
I love this Clare. I work in AI for financial institutions, so this is a constant conversation for me. If everyone has the tools eventually, the playing field re-levels, and the need to differentiate yourself via the human element becomes even MORE important. Team first, then tools is a great way to prioritize and reading about it from the influencer economy POV is so interesting! Thanks for sharing!
Thank you, Meighan and I totally agree! I know that AI tools are impactful and know it will continue to be a bigger piece of the influencer industry, but my hope is that people don’t forget about prioritizing relationships and the human aspect of what makes this content work for brands.
Agree on all of this! It’s not the finding of creators that’s hard - it’s maintaining authenticity and real relationships. You nailed it!
And your work at Alex Mill is a testament to the power of investing in relationships!!
Cannot agree more. We forget that creators are humans and brands are made by humans with all these technology layers. Sometimes frictions are good
Exactly!
Have been waiting for your take on this. Big yes as always.
Camille! Thank you!!
More Moore takes! Couldn’t agree with you more. Relationships are the best part of my job
need to trademark ‘more Moore takes’ !
This is so aligned with something I've been thinking about a lot. I wrote a piece this week about the difference between reach and community from my years at Reddit, and the parallels to creator partnerships are exactly this. Scale without relationship is just noise.
100% - noise that can sometimes turn off a consumer to your brand
SO MUCH TO SAY
can’t wait to discuss over drinks!!
very well said 👏I wrote the below for my newsletter this week after reading multiple pieces on how AI is "supporting" the discovery phase currently - and I really wonder where we're headed.
When do we apply human judgement? Is it reserved only for top-tier partnerships? should we hand over nano-and micro-tiers fully to the automation & AI gods? It seems like this topic of nano & micro creators is being treated as a data problem to be solved. And if that’s true, what impact will that have on the industry as a whole?
exactly! especially confusing with the rise and importance of micro and nano creators today. how are brands supposed to grow with these creators if they don’t truly know who they are?
screaming it from the rooftops!
thank you for agreeing!!
It’s also getting so easy to spot a disingenuous post or ad these days so I love when you can tell the creator has actually expressed interest in the brand prior to working together! Makes the audience feel like they’re in it and growing together rather than being sold to
exactly! There’s a reason it takes time to build community. People can tell when a creator’s post is just a cash grab vs. a creator continually sharing about a brand/product over time in an organic and sponsored way.
so well said, i loved reading your pov!
thank you, Katie!!
Yes, love this! Relationships will always be key in the influencer universe. Tools are great ways to help streamline a process, but relationships with humans first always - brands, influencers, consumers!
exactly! Even with the help of AI tools, we can’t forget that creators are people. Building real relationships takes time!
Yes Clare!!! I love your brain!!!
Sierra!! you’re too kind!
"If brands are going to scale the number of creators they work with, the investment cannot just be in AI tools. It has to be in people, whether that is building out a team, working with freelancers, or bringing in consultants, so relationships don’t get lost in the process."
I love this Clare. I work in AI for financial institutions, so this is a constant conversation for me. If everyone has the tools eventually, the playing field re-levels, and the need to differentiate yourself via the human element becomes even MORE important. Team first, then tools is a great way to prioritize and reading about it from the influencer economy POV is so interesting! Thanks for sharing!
Thank you, Meighan and I totally agree! I know that AI tools are impactful and know it will continue to be a bigger piece of the influencer industry, but my hope is that people don’t forget about prioritizing relationships and the human aspect of what makes this content work for brands.