Turn Your Creators into Power Users (and Vice Versa)

Today’s expert has a wealth of insights about how social, community, and customer marketing intertwine as a unified force. As our 15-minute interview extended into a 90-minute coffee conversation, it became increasingly challenging to condense everything into just three key takeaways.

However, if your responsibilities overlap with any of these domains, you’ll definitely want to hear what Katie Parkes has to share.

Lesson 1: Make YouTube Your Hero

When it comes to social and community marketing, you might expect the focus to be on TikTok or Reddit, right?

But when asked which marketing channel they’d pick if limited to just one… the answer came instantly: “YouTube.”

“YouTube is set to have its biggest year yet,” they explain, noting that the video giant has now surpassed even Netflix as the most-streamed service on TV.

Here’s a fun fact: YouTube’s audience is only slightly smaller than TikTok and Instagram combined.

“Use YouTube as your hero channel, and build a content engine around it,” they suggest. “Every video can serve as source material for countless repurposed assets — carousels, threads, memes, Reels, Shorts, and more.”

“It works like this: Validate a topic based on audience demand. Create a video script about that topic. Turn that script into a blog, then break it down into pieces that could become carousels or short videos.”

As for fostering a community? While YouTube doesn’t offer direct messaging like most platforms, they emphasize engaging your audience directly in the comments.

“The goal is keeping them on the platform.”

So, what should you feature on that new channel? The answer lies with your users.

Lesson 2: Turn Creators into Power Users (and Vice Versa)

One of the most valuable marketing assets you possess is your own user base.

“The first step is identifying your power users. Then, transform those power users into creators. Encourage them to make YouTube videos for your channels or participate in your webinars.”

This approach works equally well in reverse: Transforming creators into power users.

“Connect with creators your [ideal customers] already trust and provide them access to your product and research. Influencer marketing isn’t just about awareness; it’s also a powerful growth engine.”

Regardless of the direction, the impact will resonate far more than content originating solely from your company. (In marketing lingo, you’ll boost persuasion with an added edge.) Your audience already knows you believe in your product. Show them that people like them do, too.

Lesson 3: Listen Up

Once you amplify the voices of your power users, don’t let your audience be the only ones tuning in. Beyond being excellent collaborators for content creation, your users are also the best source of insights about… well… your users.

“Identify the people who love your product and form an advisory board. Grant them exclusive access to betas and solicit their feedback on product features.”

While this enhances your product, it’s not solely a product-focused strategy. When your audience feels heard, it cultivates a more engaged and loyal community.

But it’s not just about gathering feedback. Your existing users also understand what potential new users are thinking — after all, they were newcomers once, too. You can leverage them to A/B test marketing materials, collect quotes from subject matter experts for fresh content, or even crowdsource vegetarian recipes for that Instant Pot you recently received. (Okay, that last part’s just for me. But seriously, cdelprincipe [at] hubspot [dot] com.)

They advise starting with the question, “How do you empower them?” Then, take action to make it happen.

A Persistent Question

“Beyond AI, what marketing trends or technologies should marketers be watching or experimenting with?” — Shelagh Dolan, Content Marketing Lead, Quora for Business

The Timeless Answer

They say: “We’re closely monitoring the evolution of data storytelling, especially as trust in traditional marketing continues to wane.

The brands that truly stand out aren’t just churning out content — they’re providing tangible proof. Customer testimonials. Real-world product usage. Community-driven influence. As algorithms increasingly reward attention-grabbing content, credibility has become the ultimate currency.

But trust isn’t built on numbers alone. It must be earned through creative and human-centric approaches, relying on authentic voices.

That’s why we’re excited about creator-led and community-first B2B marketing — tapping into power users, internal experts, and community members to share their stories in their own words. The shift moves away from overly polished brand narratives toward trusted individuals who bring both expertise and authenticity.

In a landscape often cluttered with shallow, algorithmically-driven content, the most important goal for any brand remains unchanged: being believed.”

Building Trust in an Ever-Evolving Marketing Landscape

As the marketing world continues to evolve, one truth remains constant: trust is the foundation of any meaningful connection between brands and their audiences. Whether it’s through leveraging the untapped potential of platforms like YouTube, empowering creators and power. Users can share authentic stories, or prioritizing genuine engagement with your community, the strategies that stand the test of time are those rooted in authenticity and credibility.

The shift away from overly polished brand narratives toward human-centric, community-driven content isn’t just a trend — it’s a reflection of what audiences have always craved: honesty, relatability, and value. By focusing on real voices, actionable insights, and creative storytelling, brands can cut through the noise and build lasting relationships with their audiences.

Ultimately, success lies in empowering the people who already believe in your product and amplifying their voices. When you prioritize trust, foster collaboration, and embrace authenticity, you create not just customers, but advocates — and that’s a strategy that will never go out of style.

So, as you move forward, ask yourself: Are you building a brand that people don’t just see, but truly believe in? Because in the end, belief drives loyalty, advocacy, and growth. And that’s a lesson that will always be relevant.