Long before “link in bio” became one of advertising’s most valuable calls to action, brands relied on television commercials to sell everything. Whether it was a toy demonstrated by laughing children, a luxury fragrance sold through sweeping shots of the Amalfi Coast or a celebrity endorsement during primetime television, advertising was largely a one-way conversation. But while companies crafted the message as consumers watched, today, that messenger looks different—and so does the business of advertising.
What began as an experimental marketing tactic has become one of advertising’s most dominant strategies: nearly every consumer brand is now working with creators to reach an even greater customer base than traditional advertising would have reached before. And a lot of that has to do with just being personable.
