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There's a belief that creator marketing is for snacks, drinks, and beauty. Fun products, easy to show. Anything serious, money, health, a considered decision, supposedly needs a different channel. July on Burst said otherwise. A mobile money service and a menstrual health cause each reached more than 100,000 people through Ugandan creators. Neither is an impulse buy. Both are the kind of category the belief warns you off. Here's why it holds up. In a serious category the barrier isn't attention, it's trust. And trust doesn't come from a brand talking about itself. It comes from a person the viewer already follows, saying it in their own words and their own setting. So the harder your category is to advertise, the more a creator's voice is worth. It carries the one thing your own ad can't buy. The product people find hard to trust is the product a familiar face sells best. | 
