Affiliate links? No thanks.

Pop-ups over panels? Think again.

A content creator using AI to replace herself? Now we’re listening.

Season 2 of Building Brand Advocacy is officially in-swing.

This week, Verity’s in New York with Gigi Robinson – a Creator Expert, Social Specialist, Founder, Chronic Illness Advocate, and trusted partner to brands like Liquid IV, obé Fitness, and Stanford University (yes, really).

If you want a real-time pulse check on how creators are thinking (and how your brand should be collaborating) you won’t find a realer guide than Gigi.

The partnerships that worked in 2017? They don’t land in 2025. The best creators now expect co-creation, cross-platform collaboration, and a seat at the strategy table.

It’s time to ditch the playbook, and build something better.

Turn this episode on & up to learn how to…

• Bin the Conversion-at-All-Costs Model: Gigi breaks down why affiliate deals often miss the mark, and how misaligned incentives turn creators into unpaid salespeople. Instead: hybrid models, consent-first structures, and a focus on value over volume.

• Build with Creators, Not Just Through Them: The smartest brands are already collaborating before content hits the feed. When creators understand the “why,” they deliver work that moves people – not just products.

• Rethink the Role of Real-Life: Pop-ups get attention. Panels and curated dinners create Advocates. Learn why deeper, more intentional offline moments are the real unlock for connection.

• Use AI the Way Creators Actually Are: From replacing assistants to scaling content across five platforms from one idea, creators are using AI now. Marketers who embrace this shift can brief better, expect more, and move faster.

• Understand the Creator Lifecycle: Micro, macro, mega – it’s not a straight line anymore. Learn what marketers are missing when creators ‘grow out’ of their lane, and how to evolve with them instead of cycling them out.

This isn’t about more than content. It’s about connection.

This conversation will challenge you, while giving you the steps to start again, smarter.

Listen. Rethink. Build better partnerships.

Chapters

00:00 – Finding What Authenticity Really Looks Like

07:05 – The Creator Economy Has Only Just Begun

13:04 – Why Affiliate Models Are Missing the Mark

18:56 – How Brand-Creator Relationships Are Evolving

25:10 – AI, Live Shopping & the Future of Content

32:06 – What Brands Still Get Wrong About Advocacy

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