The Marketing Funnel Is Collapsing: How Retailers Should Work With Creators | Jade Beason
Retail brands still hire creators for one post. Jade Beason says that era is over.
Recorded at YouTube Festival 2026 at the London Palladium, this short conversation covers what retailers are missing in how they work with creators, how trust is actually earned, and what a shoppable YouTube does to the customer journey.
In this episode:
- Why a single sponsored post is the least valuable way to use a creator
- Campaigns across paid, owned and earned media, and creators at in-person events
- Know, like, trust: why the story behind the product matters more than awareness
- "I don't think the…
The skinny
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