Forbes is testing a creator-led audience play that puts TikTok and Instagram talent at the front of its off-platform push. Through a new “Forbes Creator” banner, the publisher is using TikTok, Instagram and events to push out video-led coverage fronted by a small group of creators, rather than just staff reporters.
The publisher is working with six creators — including TikTok star turned venture capitalist Griffin Johnson — on bespoke deals that mix a talent fee with a share of the revenue their content brings in, with who owns the IP changing by project. It’s a flexible, case-by-case payment model rather than a fixed rate card, and execs are still in test-and-learn mode on what delivers a return for both Forbes and the talent.
Though the structure may be slightly different, Forbes’ move marks yet another media brand leaning on creators to try and boost their off-platform engagement and pull in a new generation of viewers.
For publishers, the draw is clear: creators can reach younger, social-first audiences that a brand handle struggles to hit, and give media companies new ways to package and sell that attention. As search and social referrals soften, talent-led franchises like Forbes’ are a bet that creator networks can act as both audience funnel and revenue product.
