Creators & content
Influencer marketing (creator marketing)
By Rubén García · 3 min
Working with content creators so they present a brand, product or offer to their audience.
The brand pays, sends free product or shares sales with a creator. In return, the creator talks about it on their social profiles, channel or newsletter.
Example: a recipe app pays a cooking creator to show the app in three videos.
Creators used to be chosen by follower count. Now brand fit and measurable results, such as clicks, discount codes or sales, matter more.
More and more brands use AI for the first search for creators. That's why your niche and collaborations should be clearly written on every profile.
Ads must be identifiable as ads. In the US, the FTC says anything of value received from a brand must be disclosed; in Spain, the code updated in October 2025 by AEA, Autocontrol and IAB Spain applies.
