Image credit: LTK

Creator marketing platform LTK announced its inaugural Creator Upfronts event on May 13 in New York City, touting industry-first features and market insights that will give attendees an opportunity to consolidate their ecommerce and marketing strategies.

New Consumer App Features Video-First Experience

At the event, LTK plans to unveil its redesigned consumer app with a video-first interface that extends beyond shopping functionality. The updated platform will enable users to discover lifestyle creators based on location and interests while providing greater control over content feeds and social connections.

The platform currently reaches 38% of adult Gen Z and Millennial women in the United States, according to company data cited in a press release. LTK reports its creator network generates more than $5 billion in annual retail sales for brand partners.

AI Tools Strengthen Brand-Creator Partnerships

LTK executives will present developments in the company's AI toolkit for brands, designed to enhance creator partnerships. 

The company states that its data resources power decision-making capabilities that match content with technology to accelerate brand growth while measuring key performance indicators.

According to LTK research from late 2024, 93% of companies said they plan to increase their creator budgets or expand creators’ role in their marketing strategy in 2025.

Brands Expanding Creator Content Across Channels

The company reports that brands leverage creator content across an average of four channels beyond social media.

The Upfronts event will provide a platform for brands, advertisers, and media buyers to gain insights into LTK's creator network and its impact on engagement and marketing performance.

"As brands scale creator messaging across all marketing touchpoints, LTK is at the forefront of video-first media solutions designed specifically for creator marketing," stated Kristi O'Brien, General Manager of LTK's Brand Platform. "Our proprietary media buying and measurement tools, Connected TV capabilities, and Retail Media Network solutions enable brands to seamlessly connect with creators."

At the event, O'Brien will give a live presentation on consumer search capabilities for creators by location and interest. The Upfronts will take place at Queensyard on the fourth floor of 20 Hudson Yards.

The Year of Creator Gatherings

LTK is not the only company hosting dedicated creator economy events this year. 

Earlier this month, Spotter announced its first-ever Spotter Showcase, an invite-only event connecting CMOs and agency leaders with top YouTube creators on March 27 in NYC. 

The gathering will feature MrBeast, Dude Perfect, Kinigra Deon, Ryan Trahan, Rebecca Zamolo, and Jordan Matter, with Colin & Samir hosting and producing alongside the Spotter team.

In February, Sundance hosted its first dedicated section for the creator economy: a full-day, sanctioned event featuring multiple panels on content creation and insights from YouTube creators Sean Evans, Rhett McLaughlin, and Link Neal on content monetization and industry transformation..