For a decade, brands treated creators like ad inventory. Buy a post. Rent attention. Move on.
One-off campaigns can give you a temporary metric spike, but they don’t build value. They are expensive and often lead to a lack of trust. At best, your customer acquisition cost (CAC) goes up while loyalty stays the same. At worst, you start from scratch with every new campaign.
Market leaders are pivoting. They aren't looking for "influencers" anymore – they want media partners for a lasting connection. Most of them are moving from renting attention to building assets.
This transition isn’t just a creative advantage. It’s a fundamental economic necessity for sustainable growth. Here is why.
