Category: In the News

Creator and entrepreneur Dhar Mann doesn’t think creators are replacing traditional media — more that the lines between the two have disappeared as creators with large followings build up their own production studios to create long-form content.

Mann, who owns his own production company, Dhar Mann Studios, believes these creator-built studios can provide more engaging content faster than traditional media, with the added bonus of an already-attached, engaged audience — and brands are already locked in to this model.

Those views have helped turn Mann into a regular fixture on the marketing conference circuit. This year, he has spoken at Adweek’s Social Media Week and Brand Innovators’ Creator Economy Summit. Next week, he will take the stage at Tribeca X before heading to Cannes Lions International Festival of Creativity, which kicks off on June 22.

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This story was originally published on sister site, Modern Retail.

These days, shoppers are increasingly asking ChatGPT for recommendations like “the best sleep supplement” and “best women’s multivitamin.” So instead of browsing a brand’s homepage, shoppers are landing directly on a product page. And they may be deciding whether or not to purchase within minutes.

As more research and product discovery happens through LLMs and AI platforms, brands like supplement maker Olly say they are experiencing a shift in their traffic patterns in real time. According to Jennifer Peters, Olly’s director of DTC, marketing technology and digital compliance, shoppers are now coming to the brand’s website from a lower part of the marketing funnel. Due to the high intent of purchase, these shoppers are often ready to check out much quicker than other website visitors. As such, she said, visitors are spending less time clicking around the Olly site, but are converting faster to the products.

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