现在投创作者，品牌怎样才不算亏？

Core Insights - Influencer marketing has become essential for brands, but dissatisfaction among users, brands, and creators is rising due to declining effectiveness and trust issues [2][3] - The global influencer marketing market is projected to reach $32.55 billion by 2025, with a growth rate of 35.63%, indicating a shift towards more strategic approaches rather than just spending [2] Group 1: Trust and Strategy - The core issue of dissatisfaction stems from a lack of trust, with brands questioning the value of creators and users feeling overwhelmed by repetitive content [3] - Rebuilding trust involves selecting the right platforms, as different platforms have distinct ecosystems and user engagement dynamics [3][5] - Brands are increasingly shifting budgets towards WeChat's content ecosystem, which relies on social relationships rather than just algorithms [5] Group 2: Trust Currency System - The "trust currency" system is a tangible mechanism for building trust, focusing on finding the right creators rather than just high follower counts [6] - Content driven by genuine relationships is more effective, as different platforms have varying content distribution mechanisms that impact engagement [6][8] - Brands should leverage social networks for organic reach, as trust-based sharing can penetrate new audience segments [8] Group 3: Ecosystem and Measurement - Brands are moving towards a "pyramid" strategy in influencer marketing, combining top-tier, mid-tier, and mass creators, but face challenges in measuring the effectiveness of their investments [12][13] - The integration of various resources within ecosystems, such as WeChat, allows for diverse marketing strategies and better tracking of user engagement [13] - Tools like Tencent's advertising platform help brands understand the effectiveness of their spending, transforming influencer marketing from an art to a science [13] Group 4: Future of Influencer Marketing - The future competition in influencer marketing will focus on trust rather than sheer volume, emphasizing long-term value and understanding social relationships [14][15] - Brands that effectively utilize the trust-building potential of social networks are likely to gain a competitive edge in the evolving landscape of influencer marketing [14]