This Women’s History Month, we shine a spotlight on a women-owned business that empowers creators to get fair recognition and compensation for their content.
It’s no secret that influencer marketing is one of the most effective channels to sway consumer purchasing decisions. A recent Forrester study commissioned by the Awin Group revealed that 54% of participants ranked social media influencers as their primary choice for budget allocation in marketing.
However, many brands often don’t recognize the true value influencers and content creators bring through their content and the significant impact it generates.
We’ve talked to Nilla Ali, distinguished Forbes 30 Under 30 honoree and founder of GAAN Creative about her mission to overcome the gap between creator impact and its undervaluation, and how she is paving the way for women in business.
Tell us about GAAN Creative – what inspired you to found this business?
Having worked in content and commerce my entire career, I believe in the power of content to inspire action. I know from personal experience how content can significantly shape decisions in various aspects of life – from dining and travel choices to fashion and experiences. But despite the significant impact on customer purchasing behavior, there is a notable disparity between the value content creators produce and the acknowledgment they receive for their contributions. And this gap will continue to grow as we face a new frontier of digital with the imminent emergence of AI.
With GAAN Creative, I aim to create a network of high-quality creators that empowers them to build strong connections with their audience and fair partnerships, ensuring high-quality content, increased audience engagement, and rightful recognition and compensation for their work. My vision for GAAN Creative is a platform that serves as a source of inspiration to consumers while providing advertisers with a reliable platform to connect with their target audiences.
What does a safe and inclusive work space for women mean to you?
Throughout my career, being a woman, and often the youngest person in the room, hasn’t always been easy. As a woman manager, I’ve witnessed the impact of workplaces lacking safety and inclusion for women. Women hesitate to speak up for themselves out of fear of being labeled as ungrateful, needy, or aggressive. Even when we’re getting a seat at the table, our ideas are often ignored, only to be echoed by those perceived as having more authority.
For GAAN Creative I strive to create a culture where women feel safe, empowered and supported. This means ensuring they have the resources to succeed and feel confident advocating for their needs. Every team member’s opinion must be considered, irrespective of tenure or position. For me, it’s about creating an environment where women are valued equally, where their contributions are recognized, and where they don’t have to sacrifice their comfort for others’.
I believe in remote work and flexible working hours, and am committed to fair pay across all employees regardless of gender or identity. We hold not only ourselves but also our creators and our partners accountable to act according to these values. Mutual respect is non-negotiable. Because ultimately, it’s not words, but actions that demonstrate our unwavering commitment to creating a safe and welcoming environment for all.
What does GAAN Creative look for in a partner?
As much as we curate quality creators who exhibit our values, we prioritize the same with partners. We look for advertisers who are authentic, promote safe and inclusive messages, and value strategic partnerships as well as the creators they work with.
We are looking for partners who naturally align with our creators, fostering mutually beneficial relationships that enhance content, brand, and audience experiences. Advertisers should be open to test and learn and acknowledge the content value gap. Our ideal partners share our commitment to empowering creators and advancing our mission.
What types of products resonate with your creator audiences?
We’ve curated a network of creators spanning diverse interests, so we’re excited to collaborate with partners in luxury, fashion, home, beauty, travel, health, wellness and gadgets. We look for high-quality, well-reviewed products that resonate authentically with our creators and their audience.
What advice would you give creators who are getting started?
Recognize the value of your content and collaborate with partners who champion it. Work with advertisers who resonate with the ethos of your content and empower your strengths. Protect what you are great at and find partners who enable you to do more of what you love. Embrace a test and learn mentality by taking calculated risks. Remember: Content is not linear – invest in strategic partnerships that foster long-term growth and share a commitment to learning and adapting.
Interested in working with GAAN Creative to connect with your target audiences? Meet founder Nilla at ThinkTank US on April 30, reach out to her via the platform (Awin ID: 1547973 | ShareASale ID: 4106836), or email our publisher management team.
