Amanda NorthcuttFounder & CEO | Keynote Speaker, LevelUp · B2B sales as a solo is HARD. I’ve got you. I help consultants & coaches sell high-ticket services comfortably & confidently, while enjoying consistent, predictable revenue | Founder & CEO | Speaker |

Why creators have so much power in consumer spend?

30 Apr 2024 · 1 min

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In this brief dialogue, the speakers discuss how creators who thoughtfully engage with their communities become trusted friends to their followers. Because of this trust, product recommendations from creators are perceived like personal advice, leading audiences to spend money based on those endorsements. The speakers highlight that creators are effectively gatekeepers of consumer purchasing decisions, underscoring the significant power creators now hold over market spend.

think that they are delivering real value from a consumer perspective, especially if they do so super thoughtfully and really invest in the relationship with their kind of community and followers.
That's right. And we all want recommendations from friends, right? And so it's this kind of strange thing that's going on right now where these creators online feel like the products that they're recommending, it feels like a recommendation from a trusted friend that we know. And so we will take that advice and vote with our wallets on what happens. But you're absolutely right. I mean, the creators are becoming and are gatekeepers for what people will buy, and that's just so amazing.