Behind the Numbers (an eMarketer Podcast)
The New Creator Video Play: Moving From Shorts to CTV | Behind the Numbers Special Edition
Why It Matters
As audiences migrate from cable to streaming, brands must adapt their video strategies to meet viewers where they watch—on CTV and social platforms. Understanding how to integrate creators of all sizes into these new channels helps retailers drive authentic engagement, optimize spend, and stay competitive in a rapidly shifting media landscape.
Key Takeaways
- •Brands prioritize long‑term creator partnerships over one‑off deals.
- •Micro, nano, and employee creators receive budget and strategic focus.
- •Influencer content now expands from social feeds to connected TV.
- •Sports marketing shifts to creator‑driven behind‑the‑scenes storytelling.
- •Best Buy and Dick’s use tiered creator programs for relevance.
Pulse Analysis
In this special edition of the eMarketer "Behind the Numbers" podcast, analysts and senior influencer strategists from Best Buy and Dick’s Sporting Goods discuss how creator video is moving beyond short‑form clips into connected TV (CTV). Both brands now favor multi‑year, story‑centric collaborations rather than isolated posts, aligning creators with product cycles and seasonal campaigns. The conversation highlights a tiered approach—micro, nano, employee ambassadors, and mega‑celebrity talent—each matched to specific product categories, from gaming gear to back‑to‑school tech, ensuring relevance and agility in a fast‑moving retail environment.
Nicole Marcus explains Dick’s internal Varsity Team program, an elite roster of athletes, NIL talent, and everyday employees who generate authentic content year‑round. This always‑on affiliate model lets the brand lock rates, accelerate production, and tap into niche audiences without minimum follower thresholds. Alison O’Keefe describes Best Buy’s creator program that pairs the right influencer with the right product at the right moment, leveraging both long‑term partners and flexible, campaign‑specific talent. Real‑world examples, such as the Savannah Bananas’ social‑first baseball stunts, illustrate how brands are using creator‑driven behind‑the‑scenes storytelling to amplify sports moments beyond traditional TV spots.
The shift matters because advertisers are allocating increasing budgets to CTV, where creator‑generated video now competes with traditional commercials. As the line blurs between celebrity and creator, brands must adapt production workflows, often providing creative support for high‑profile talent while allowing true creators to self‑produce. This hybrid model promises higher engagement, measurable ROI, and a broader reach into communities that no longer rely on linear television, positioning retailers like Best Buy and Dick’s at the forefront of the evolving creator‑to‑CTV ecosystem.
Episode Description
Recorded at the EMARKETER Creator Trends 2026 Virtual Summit, this panel explores how creator video is opening new territory for brands on CTV. EMARKETER Analyst, Emmy Liederman along with Nicole Marcus, Manager of Influencer Strategy at Dick’s Sporting Goods and Allison O’Keefe, Senior Manager, Influencer and Creator Marketing at Best Buy, discuss how to shape programming cadence, package content for bigger screens, measure ROI, ensure brand safety and suitability, and build partnerships that make the most of this expanding format. Listen everywhere you find podcasts and watch on YouTube and Spotify.
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For a transcript of this episode, click here: https://www.emarketer.com/content/podcast-new-creator-video-play-moving-shorts-ctv-behind-numbers-special-edition
© 2026 EMARKETER
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