Creators: Strategy or Stigma?

Are creators and influencers actually worth it for agricultural brands, or is it all stigma and no strategy? Olivia Skeoch and Steph Rogers break down the difference between a creator partnership that works and one that's just chasing follower counts. They cover employee-generated content, user-generated content, and how to vet a creator's audience before you partner with them. 0:00 The Role of Creators in Modern Marketing 0:29 Case Study: The Power of Strategic Gifting 2:23 Beyond Socials: Influencing Through Podcasts 5:23 The Stigma Surrounding Agricultural Influencers 11:34 Building Long-Term Brand Partnerships 20:34 Turning Employees into Brand Advocates 31:19 Measuring Success Beyond Vanity Metrics