Creator Economy Scoop: Red carpet creators and the post-purchase experience

March 11, 2024
Olivia Harris
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The Creator Economy Scoop is a roundup of the weekly news, data and trends that are defining the industry. (graphic by Lindsay Hill)

Creators are taking over celebrity spaces, and brands are missing out on valuable post-purchase engagement with their audiences. Here's the rest of this week's scoop: 

Quick numbers 💯
  • 9 out of 10 decision-makers and C-suite execs say they are moderately or very likely to be more receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership [1]
  • 15% of video content created by marketers in North America is dedicated to the post-purchase stage [2]
  • 56% of US CPG manufacturers agree that performance measurement is the most important factor in allocating budget to retail media [3]
  • 93% of consumers consider the post-purchase experience important and 83% believe there’s room for improvement [4]
What you should know  ☕

#FilmTok arrives at the 96th Oscars

  • Creators Joe Aragon (@cinema.joe) and Yasmine Sahid (@ladyyasmina1) brought the TikTok community to the Oscars red carpet

Why retailers should care more about the post-purchase experience

  • Only 15% of video content created by marketers in North America is dedicated to the post-purchase stage
  • 93% of consumers consider the post-purchase experience important and 83% believe there’s room for improvement

2024 State of Retail Media report

  • Less than 1/3 of organizations say they are proficient in measuring incrementality in retail media and applying/leveraging the insights
  • Performance measurement is the most important factor in retail media budget allocation (56%)
  • 59% of respondents say they plan to increase budget for social commerce (TikTok Shop, Facebook Marketplace, etc.)
Social platforms 📲

TikTok ⏰

  • TikTok hosted its creator summit “For Creators: Future Formats” and announced several updates:
    • Upgrading its Creator Portal to a Creator Academy with resources, courses, articles, videos, and insights
    • Relaunching its Creativity Program beta as the Creator Rewards Program–rewarding creators for 60+ second videos
  • TikTok sends push notification telling users to call US Congress to prevent a ban

Meta  📸

  • Instagram announces new features for DMs:
    • Edit messages up to 15 minutes after sending
    • Pinning chats to the top of your inbox
Updates in tech 💻

Linktree is introducing a social commerce product and affiliate marketing program

  • The platform is allowing its 47 million users to add storefronts to their link-in-bio pages and earn 12% to 15% commissions
Notable partnerships 📓

Dude Perfect is helping Smoothie King reach younger consumers

  • The brand is launching limited-edition Dude Perfect smoothie
  • The product, which features protein powder and a lengthy combination of fruits, also aligns with Smoothie King’s effort to engage modern consumers with healthier menu options
  • While Dude Perfect has been around for 15 years, it is still seeing a rising interest from brands. Last month, sports drink brand Bodyarmor became the group’s official hydration partner

EA is bringing back a beloved college football video game

  • 1993 to 2014, EA Sports put out annual college football video games which never allowed for the use of players NILs to be used
  • Now, players actual names will be used on the back of jerseys after $6 million in name, image, and likeness(NIL) deals are signed
  • More than 10,000 football players agreed to lend their likeness to EA in exchange for $600 and a free copy of the game
This week
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