Creators Power New Product Launches

Bill O’Dowd, the boss of Dolphin Entertainment, talks about how online creators are reshaping how products reach shoppers. Dolphin started in the 1990s making TV shows for kids, like “Zoey 101. ” Later it watched people use the internet to share ideas and switched focus to marketing for influencers. The company now helps creators promote brands, while also working directly with companies to design new products. In the past, a big ad budget was needed to get a product known. O’Dowd says that mobile internet changed this rule. Anyone can now share a new item on social media and reach many buyers without huge money. He cites the example of Susan Yara, a makeup vlogger who launched a skincare line in 2020.Three years later the brand was sold for $350 million, mainly through her online audience and a small PR push. Dolphin’s strategy is to own both sides of the deal: representing creators and handling brand projects. This dual role lets the firm match the right influencer with the right product, creating a cycle that benefits everyone. Even big celebrities want to work as influencers when they feel they can speak truthfully to their fans. The creator economy is not just a new marketing trend; it has broken old barriers and made product launches faster, cheaper, and more authentic. Companies that adapt to this model can reach consumers directly through people they already trust.