2024 is the year creators took over, reshaping culture, commerce, and technology. In this fast-paced session, we’ll dive into how creators aren't just shaping trends—they're building the future. We’ll uncover how creators are driving platform innovation, revolutionizing industries like media and politics, and becoming the go-to voices for audiences worldwide. From AI-powered content and emerging social series to seamless social commerce and the rise of fully AI-generated influencers, this is the new era of influence.

9:40 - 9:55am

As more brands look to repurpose creator content for campaigns outside of social platforms, it is clear that creator marketing is no longer a siloed strategy. How are marketers incorporating internet culture and creator content styles throughout their ad campaigns? In this session, panelists will discuss the impact of internet culture and creator trends on advertising strategy, and how marketers can work with—rather than compete against—a growing population of digital creators.

9:55 - 10:20am

As car sharing marketplace Turo works to build a bolder reputation, it has recognized that some of the most memorable campaigns stem from collaborations with creators. Hear from Matthew Kerbel (MK), global brand strategy director at Turo, and #paid’s Courtney Sands on the power of endorsements from the right creators in building a standout brand.

10:20 - 10:40am

While marketers still use focus groups to capture audience sentiment, consumer feedback around your brand can now be pulled from social platforms. Join our panelists as they break down how creator partnerships play a role in capturing audience insights. How can creators bring brands closer to consumers and their needs? How can brands adjust their strategies to account for feedback from creators and their communities?

10:40 - 11:05am

From niche digital communities to the value of heritage over hype, join Gen Z analyst Quentin Humphrey as he breaks down the priorities and values of the generation every marketer wants to attract.

11:30 - 11:50am

Snapchat is the OG storytelling platform. Today, Creators still count on Snapchat to share the 'behind the scenes' and most relatable moments in their everyday lives -- and the Snapchat community feels more connected to Creators than ever before, looking to creators for inspo, product recommendations, and everyday musings. Learn more about why Snapchat is a destination for Creators and marketers who want to connect with audiences in meaningful ways, and how Creators and brands are collaborating to achieve success on the platform.

11:50am - 12:10pm

As creator marketing expands to encompass industries from finance to healthcare, brands must balance engaging outreach with regulation. From promoting cold and flu remedies to investment accounts, learn how marketers can create memorable creator content while abiding by industry guidelines.

1:30 - 1:55pm

Working with creators is often a brand awareness play, but universal names like Walmart and Coca-Cola are eager to bring this tactic down the marketing funnel. Join our panelists as they highlight how they're turning creator audiences into engaged customers and crafting partnerships that drive conversions.

1:55 - 2:20pm

When it comes to brand purpose, consumers want to see buy-in from the people they trust. Whether the initiative is around education or sustainability, the right creator strategy can legitimize a brand’s commitment to their cause. Join our panelists as they break down the power of creator partnerships in establishing and upholding a brand purpose that consumers believe in.

2:20 - 2:45pm

2:45 - 3:05pm

90% of ad recall impact is captured within the first six seconds of an ad. Communicating the value proposition of your ad early and keeping your audience's attention will drive view time and, ultimately, impact. At TikTok, we know the importance of hooking your audience early, but there has been little knowledge about what makes an effective hook and how brands and creators could use commercially valuable assets to hook.

3:15 - 3:30pm

Why is Doritos handing their Super Bowl ad over to fans? A live chat with Chris Bellinger, Chief Creative Officer PepsiCo Foods US as Doritos brings back its iconic Crash the Super Bowl contest, encouraging fans and critics alike to shoot their shot to have their commercial aired during Super Bowl LIX and win $1 Million.

3:30 - 3:55pm

In the creator economy, authenticity remains a cornerstone of influence. Yet, as AI revolutionizes content creation and audience engagement, traditional notions of genuine influence are being redefined. This session explores AI's profound impact on the creator landscape, analyzing the delicate balance of utilizing advanced technologies while maintaining influential connections. We’ll explore the challenges and opportunities AI presents and principals for how creators and brands can navigate this new era to foster impactful engagement while shaping the future definition of “authenticity”.

3:55 - 4:10pm

Cocktails & Creators

4:20pm - 6:20pm