Brands began hiring "Creators in Residence" to run their corporate channels, blending the lines between independent content creation and traditional corporate marketing roles. Summary of Key Takeaways Trend Element Pre-July 2021 Landscape Post-July 2021 Reality Primary Format Curated photos & static text Dynamic, short-form vertical video Discovery Mechanism Follower counts & hashtags Interest-based algorithmic feeds Corporate Presence Highly polished, sterile PR Authentic, human-centric storytelling Monetisation Strict reliance on brand sponsorships Direct platform payouts & diverse funnels
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