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In this episode of the Creator Economy Live podcast, Keith Bendes and Brendan Gahan are joined by Moritz Bartsch, Head of Creative Product Strategy and Operations at TikTok, to explore how brands can turn employees, customers, and existing advocates into powerful creator communities.

Moritz takes us behind the scenes of TikTok’s Custom Creator Networks, exploring the launch with Starbucks, the rise of employee-generated content, and how brands can build scalable creator programmes beyond traditional influencer partnerships. The conversation also covers employee compensation, brand advocacy, and what the future creator mix could look like.

Plus, Keith and Brendan unpack the latest creator economy headlines, including LinkedIn’s new creator features, Substack’s expansion into sponsorships, and the Kelly Clarkson mechanical bird controversy, before sharing their Creators and Brands of the Week.

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How do you manage 500 influencer partnerships a year while keeping performance and creativity at the forefront?

This week, Keith and Brendan are joined by Sarah Adam, Head of Partnerships, Social & AI at Wix, to explore how B2B influencer marketing is evolving. From identifying the right creators and measuring ROI to structuring payments and building successful influencer teams, Sarah shares practical insights from over six years at Wix.

Plus, the trio discuss the latest creator economy news, including YouTube's crackdown on clipping, OpenAI's growing creator ambitions, and their picks for Creator and Brand of the Week.

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Lowe’s has been pushing its creator strategy well beyond the traditional sponsored post. This week, Keith sits down with Jonathan Stanley, Head of Social Media and Influencer Marketing at Lowe’s, to unpack how the retailer is building long-term creator relationships, bringing creators into product innovation, and deciding where creators fit alongside sports partnerships, paid social and traditional media.

Jonathan takes us inside the Lowe’s Creator Program and its latest Into the Blue initiative, shares how physical stores are becoming part of the creator strategy, and discusses what could come next as creators move from media partners and sales drivers to having a real influence on the products brands sell.

Plus, Keith breaks down the latest creator economy news, including VidCon’s major overhaul, Meta One’s new subscription tiers, and new data showing shoppers increasingly want creator perspectives incorporated into AI-powered recommendations.