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  "description": "As audiences show they tire of overtly promotional posts, brands are learning to think like creators. They show up in the comments, build fan pages and invest in longer-form stories that feel more like being part of culture than campaigns.",
  "path": "/why-brands-need-to-start-acting-like-creators/",
  "publishedAt": "2026-04-20T08:22:21.000Z",
  "site": "https://www.thesubthread.com",
  "tags": [
    "Subscribe now"
  ],
  "textContent": "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.\n\nWorking 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.\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "Why Brands Need to Start Acting Like Creators",
  "updatedAt": "2026-04-22T12:39:59.946Z"
}