How Creators Influence Brands — and Why They Listen

Starfish Agency-

March 13, 2024

In the ever-evolving fashion industry, creators and influencers have emerged as powerful players,
reshaping the dynamics of brand marketing. Platforms like Instagram, TikTok, YouTube and Snapchat
have provided a stage for individuals to showcase their unique style, interests, and perspectives. This
article explores the significant impact creators have on brands and why, in this era of digital
influence, brands are keenly listening to what these creators have to say.

1. Authentic Connection with the Audience:
Creators generate influence because of their genuine connection with their audience. Unlike
traditional advertising, creators often share personal aspects of their lives, making their content
relatable. This authenticity fosters trust among their followers, turning them into a community that
values their recommendations and opinions. Brands recognize the power of this authentic
connection and its potential to resonate with consumers on a deeper level.

2. Insights from Consumer Data:
Data has become a cornerstone in the realm of marketing. Creators, with their large and engaged
followings, provide a wealth of data for brands. Through likes, comments, and shares, brands gain
valuable insights into consumer preferences, trends, and behaviors. This data-driven approach
allows brands to tailor their strategies to align with what the audience desires, ensuring relevance
and resonance in a competitive market.

3. Connecting Creator Marketing to Trends and Sales:
Creators often set trends rather than merely following them. Their ability to curate and showcase
unique styles introduces new trends that can quickly gain momentum. Brands keenly observe these
trends and leverage creator marketing to align their products with what's in vogue. The direct
impact on sales is evident as followers, inspired by their favorite creators, actively seek and purchase
the showcased products.

4. Retail Buyers, Listen Up!:
In the traditional fashion industry, retail buyers played a pivotal role in deciding which designs and
collections made it to the shelves. However, in the digital age, creators have become a new breed of
tastemakers. Brands are increasingly attentive to the influencers and creators who have a finger on
the pulse of what's trending. The ability of creators to generate buzz and anticipation around a
product significantly influences the decisions of retail buyers.

In the reciprocal relationship between creators and brands, the influence is not one-sided. While
creators hold the power to shape trends and drive consumer preferences, brands provide a platform
for creators to amplify their voices. The result is a dynamic ecosystem where authenticity, data-
driven insights, trendsetting, and collaboration converge to redefine how brands connect with their

In the fast-paced world of fashion, creators have become integral partners for brands looking to
navigate the ever-changing landscape. Their influence is not just about style; it's about fostering
genuine connections and staying attuned to the pulse of consumer preferences. As brands continue
to listen to the voices of creators, the fashion industry evolves into a space where innovation and
authenticity take centre stage.