Creators can deliver great results. But, Andrew Rowley of Jaywing explains it’s important to take a strategic, data-informed approach to working with them.

Let’s be honest, most marketers are still underestimating the role creators can play in the broader marketing mix. The default mindset is often: ‘We need a TikTok post.’ But creators offer far more than viral moments. When planned properly, creator content can impact everything from website performance and search rankings to PR outcomes and brand credibility.

At Jaywing, we see creators as a strategic tool, not a one-off tactic. Our approach is rooted in data and storytelling, combining insight with performance to build content that works across platforms, not just on social. We call it a ‘search everywhere’ approach, recognizing that discovery happens everywhere, from Instagram and LinkedIn to YouTube and Google.

Want to go deeper? Ask The Drum

• How can brands track real-time creator marketing campaign performance?
• How can I optimize creator content for better discoverability?
• What is the future of the creator economy for marketing strategy?
• How can creator collaborations increase digital marketing market share and virality?
• How can brands leverage internal talent and collective creator power?

Creator contributions

While creator strategies are well-established in B2C sectors like fashion, food, and healthcare, we’re now seeing real momentum in B2B too. LinkedIn’s evolution into a more human, story-led platform means brands have space to build personality, and people are tuning in.

Employees are becoming brand advocates. Leaders are turning into content creators. That shift opens the door to more meaningful engagement, even in traditionally ‘dry’ sectors.

One of the biggest mistakes brands make with creator marketing is measuring success by the wrong metrics. Engagement is important, but context is everything. Whether the goal is reach, sentiment, leads, or sales, measurement must reflect intent.

At Jaywing, we take it further. Thanks to our data science capability, we track how creator content contributes to wider organic performance, search visibility, and even conversions. It’s not just about what people see; it’s about what they do next.

Our work with IronMongeryDirect is a great example. Creator-led content played a key role in boosting both engagement and conversions, not by going viral, but by showing up in the right places with the right message.

Beyond platforms

The starting point for any strong creator campaign is a great brief; one that defines what success looks like. Whether you’re trying to shift perception or drive sales, that goal shapes everything from who you choose to how content is created.

We also make sure creator content is adaptable. A TikTok video might double as PR content – but only if it’s created with that purpose in mind. Content needs to be structured for SEO, formatted for media, and built to live beyond a single scroll.

And with audiences now searching everywhere, not just on Google, but on TikTok, Reddit, and YouTube, your content needs to be creatively strong and technically sound to show up.

Follower counts are easy to inflate. What really matters is quality engagement and audience relevance. The key is to look for creators who are not only active in the right niche but who genuinely align with a brand’s voice and values.

Some of the most exciting trends right now are raw, honest, and hyper-specific. From ‘de-influencing’ to episodic creator-led content, we’re seeing a welcome move away from polish and perfection towards something more relatable and more trusted.

Brand affinity

If there’s one thing I’d say to any CMO exploring creator marketing, it’s this: think long-term. The real value isn’t just in reach; it’s in brand affinity. The best creator campaigns make people feel something. That’s where lasting impact starts.

And don’t overlook your internal talent. Sometimes the most powerful voices already work for you; they know your brand inside out and can tell its story more authentically than any influencer. To make the most of the creator economy, you need the right mix of strategy, budget, and clarity of purpose.

Get that right, and creators will become one of your most effective marketing tools.