Younger consumers crave brand authenticity, and that’s often being brought to them by the creator economy. Brands are reaching out to creators to help them bridge the gap to new consumers who have grown up on social media and look past influencers to those making content.

At Adweek’s New Consumer virtual event, Cheryl Gresham, CMO of wireless company Visible, and Madison Long, co-founder and CEO of agency Clutch, discussed how they are reaching the next generation of consumers through authentic brand campaigns.

Clutch, which focuses on empowering and supporting creators, looks for those who have a deep understanding of how to make their own authentic, engaging content, and also are looking to do it on behalf of a brand.

“It’s not on the creator’s page, like an influencer. They’re not getting paid per impression. They’re getting paid for the labor of making really engaging content for these brands,” said Long, adding that the brand benefits by having someone that represents them authentically, which resonates with audiences.

Working with creators, much like influencers, needs a solid vetting process. Clutch puts its creators through a four-stage evaluation that involves uploading proof of past work, interviews, a skills assessment and a test assignment, so that by the time they are in front of a client, they have already proven they are up to the task. The process has led to a 93% success rate for Clutch and its brand partners.

Clutch also empowers creators by allowing them to set their rates and then paying their creators every Friday.

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