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Ashley Whetung discusses how creator-led marketing is inverting the traditional marketing funnel and what brands need to understand.
Key Topics
- Creator-first strategies
- Authentic partnerships
- Community building
Show Notes
Episode Summary
Ashley Whetung explains why the traditional marketing funnel—awareness to consideration to purchase—is being flipped by creator-led marketing.
The New Model
In creator marketing, the funnel works differently:
- Trust first - Audiences trust the creator before they know the brand
- Purchase consideration - The creator’s endorsement shortcuts the consideration phase
- Brand awareness - Comes as a result of the purchase, not before it
Implications for Brands
Brands need to rethink how they approach creator partnerships. It’s not about reach—it’s about alignment and authenticity.