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The storytellers are taking back control—and creators are leading the charge. From the newsroom to the brand studio, power is shifting to the people telling the story.

Think of journalists leaving legacy networks. From Jim Acosta’s move from CNN to independent platforms or Terry Moran stepping away from ABC News to strike out on his own. These voices are now building audiences directly, without the old gatekeepers. At the same time, creators in the brand world are no longer just amplifiers—they’re architects of narrative.

Brands are seeing the same shift: the story isn’t poured down from headquarters—it’s built collaboratively with creators who speak to the audience, not at them. According to a major industry report, 92% of marketers believe creator‑led content outperforms brand‑owned channels in engagement and authenticity.

Real-World Examples: Creator-Led, Brand Powered

• A 2024 CreatorIQ + Sapio survey found that leading brands are increasingly treating creators as core business channels, not just campaign add‑ons.
• The global creator economy is estimated at $205 billion in 2024 with a projected growth to more than $1.3 trillion by 2033.
• ​In a case study, Pinterest’s communications team partnered with creator Emma Chamberlain to co‑launch a branded product—developed from five years of authentic mentions—leading to ~1,500 press mentions in week one.

Scout's Takeaways for Communicators

1. Identify Your Creators​
Look beyond follower count. Seek voices who are genuinely trusted by your audience, whether inside your organization or within the broader community.

2. Give Story Control, Not Just Guidelines​
Creators bring voice, ideas, and tone that resonate. Your job: provide narrative context and guardrails, but don’t script every scene.

3. Align Vision, Not Just Output​
Narrative goals should be clear and shared. How you tell the story can vary widely. Perspective and authenticity matter more than uniform format.

4. Build a Creator Ecosystem, Not a One‑Off Campaign​
Think long‑term. Cultivate relationships with creators, not just one‑time activations. Authentic partnerships pay off in trust, engagement, and story longevity.

Creativity Challenge

Pick one story your team wants to tell. Map out three potential creators—internal or external—who could co‑tell it. Draft how you’ll collaborate: what you bring, what you leave open, how you’ll measure success.

The Takeaway

Storytelling power is shifting from institutions to individuals. As communicators, the smartest move isn’t resistance, it’s enabling. When you build creator ecosystems where individuals and audiences shape the narrative together, you win.

And, as always—you’re doing amazing, sweetie.

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