More and more people are creating content: 30% of people 18-24 consider themselves creators, as do 38% of those 25-34, according to a 2022 HubSpot survey. People are living their lives digitally, and potentially becoming famous in doing so. Brands used to have to worry separately about their customers, whom they hope would say nice things about them via word-of-mouth marketing; and celebrities, who are partners in advertising and branding.

How should brands approach a new media landscape, where everyone is somewhere in between regular Joe and influential?

In the latest Adweek