Forbes is testing a creator-led audience play that puts TikTok and Instagram talent at the front of its off-platform push.
Through a new “Forbes Creator” banner, the publisher is using TikTok, Instagram and events to push out video-led coverage fronted by a small group of creators, rather than just staff reporters.
The publisher is working with six creators — including TikTok star turned venture capitalist Griffin Johnson — on bespoke deals that mix a talent fee with a share of the revenue their content brings in, with who owns the IP changing by project. It’s a flexible, case-by-case payment model rather than a fixed rate card, and execs are still in test-and-learn mode on what delivers a return for both Forbes and the talent.
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