Does creator marketing replace classic media and advertising?

By Tom Bogaert · Reviewed on

No — and the question is actually framed wrong. It's not either/or. The media mix isn't shifting away from classic toward creator; it's redistributing which layer does which job.

Three layers, each with its own task:

  • Hero moments via big names or classic media — a launch, a sponsorship, a broad campaign moment. That builds reach at scale.
  • Daily visibility via creator content — continuous presence within specific communities. There, creator marketing works better than a TV spot that airs once.
  • Targeted saturation via squads — when you don't want to reach the whole population but depth within one group.

Hero names generate reach. Mass creators generate repetition. Squads generate saturation within a community. Put everything on one layer and you miss the other two.

That classic media don't disappear doesn't mean the proportions stand still. In 2025 Unilever shifted half of its marketing budget to social and influencer marketing, away from traditional TV. According to The Drum, micro-influencer rates in Europe then rose by around 30%. The channel shifts, the principle stays: be visible where your audience actually looks.

Sources

  1. The Drum — After Unilever's influencer pivot, creator rates jump 30%

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Related questions

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We carry that risk. Curation up front, agreements in the briefing, follow-up during the posting window and back-ups from the same pool — plus an honest completion rate afterwards: how many of the 25 actually delivered.Read how the three layers of risk management work in practice →

How long does it take from briefing to a live collab?

Count on four to six weeks from signed briefing to first posts: application window (1-3 weeks) → curation + squad review (5-7 working days) → shipping (a few days to a week) → posting window (2-3 weeks). Working toward a fixed date, we count back.See the full timeline in weeks, from briefing to first posts →

What if there are fewer than 25 applications?

Then we don't just pad it out. An honest squad of 20 that genuinely fits is worth more than 25 with five dragged-in profiles. Two levers: parallel scouting to top up the pool, and honest course-correction (smaller, wider region, different timing) if it really can't be filled.Read how we adjust when the number doesn't reach what it should →

Is Sunday Squad right for my brand?

Yes, if an athlete genuinely uses, tests or experiences your product — nutrition, apparel, equipment, recovery, tech, safety, events. Less of a fit if there's no use experience attached. The test: can someone take it into their training for a week and say something meaningful about it?Find out when a squad is less suitable for your product →

Which products work best in a squad?

Products with a real moment of use: nutrition, apparel, shoes, accessories, recovery, tech, safety, bike/running gear, events. It's not the category that counts, but whether an athlete can integrate it into their training and has something to say about it.See which categories perform strongest in practice →
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