Urban Outfitters last week rolled out ME@UO, its latest bet on micro-creators, joining brands like American Eagle, Express, Home Depot, Lowe’s, and Sephora that are reworking affiliate marketing into always-on, gamified creator programs.
These creator programs reward smaller creators for consistent content, signalling a shift in how brands engage and scale influencer marketing.
“It reflects a broader shift from broadcasting to building. The industry is moving past transactional influencer moments toward programs that create real participation and credibility over time,” explained Joe Berean, svp of marketing at Express, which launched its own creator program, The Expressionists.
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