Why Brands Need to Start Acting Like Creators

At The Subthread’s latest Community Evening, one idea kept surfacing: brands aren’t just working with creators anymore, they’re being expected to behave like them too. It’s a subtle shift, but one that reflects a broader change in expectations.

Working with clients on their creator strategies for The Goat Agency, Ellie Hooper is seeing how brands are “setting their tone of voice, and acting as a creator.” The global vice president, growth, at the influencer agency pointed to a more conversational approach: replying to comments, engaging directly with audiences and treating content as an ongoing dialogue rather than a series of campaigns.

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