Brand-owned websites account for only roughly 5–10% of the sources AI engines cite when they answer a question. The other 90%? Creator content. Reddit threads. YouTube reviews. Publisher roundups.
Most brands treat influencer marketing like a transaction. Then they wonder why the content underperforms or the content feels unnatural and uninspired.
One of our most popular services at Zage is creator & influencer strategy. We’re often asked why we say “creator & influencer” – because they’re not always the same.
