The increase in creator content for 2024

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local('Roboto'), local('Roboto-Regular'), url("/_qs/static/dist/fonts/roboto/roboto-300-latin.woff2") format('woff2'); unicode-range: U+0000-00FF, U+0131, U+0152-0153, U+02BB-02BC, U+02C6, U+02DA, U+02DC, U+2000-206F, U+2074, U+20AC, U+2122, U+2191, U+2193, U+2212, U+2215, U+FEFF, U+FFFD; } /* cyrillic-ext */ @font-face { font-display: swap; font-family: 'Roboto'; font-style: normal; font-weight: 400; src: local('Roboto'), local('Roboto-Regular'), url("/_qs/static/dist/fonts/roboto/roboto-400-cyrillic-ext.woff2") format('woff2'); unicode-range: U+0460-052F, U+1C80-1C88, U+20B4, U+2DE0-2DFF, U+A640-A69F, U+FE2E-FE2F; } /* cyrillic */ @font-face { font-display: swap; font-family: 'Roboto'; font-style: normal; font-weight: 400; src: local('Roboto'), local('Roboto-Regular'), url("/_qs/static/dist/fonts/roboto/roboto-400-cyrillic.woff2") format('woff2'); unicode-range: U+0400-045F, U+0490-0491, U+04B0-04B1, U+2116; } /* latin-ext */ @font-face { font-display: swap; font-family: 'Roboto'; font-style: normal; font-weight: 400; src: local('Roboto'), local('Roboto-Regular'), url("/_qs/static/dist/fonts/roboto/roboto-400-latin-ext.woff2") format('woff2'); unicode-range: U+0100-024F, U+0259, U+1E00-1EFF, U+2020, U+20A0-20AB, U+20AD-20CF, U+2113, U+2C60-2C7F, U+A720-A7FF; } /* latin */ @font-face { font-display: swap; font-family: 'Roboto'; font-style: normal; font-weight: 400; src: local('Roboto'), local('Roboto-Regular'), url("/_qs/static/dist/fonts/roboto/roboto-400-latin.woff2") format('woff2'); unicode-range: U+0000-00FF, U+0131, U+0152-0153, U+02BB-02BC, U+02C6, U+02DA, U+02DC, U+2000-206F, U+2074, U+20AC, U+2122, U+2191, U+2193, U+2212, U+2215, U+FEFF, U+FFFD; } /* cyrillic-ext */ @font-face { font-display: swap; font-family: 'Roboto'; font-style: normal; font-weight: 500; src: local('Roboto Medium'), local('Roboto-Medium'), url("/_qs/static/dist/fonts/roboto/roboto-500-cyrillic-ext.woff2") format('woff2'); unicode-range: U+0460-052F, U+1C80-1C88, U+20B4, U+2DE0-2DFF, 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U+02C6, U+02DA, U+02DC, U+2000-206F, U+2074, U+20AC, U+2122, U+2191, U+2193, U+2212, U+2215, U+FEFF, U+FFFD; } /* cyrillic-ext */ @font-face { font-display: swap; font-family: 'Roboto'; font-style: normal; font-weight: 700; src: local('Roboto Bold'), local('Roboto-Bold'), url("/_qs/static/dist/fonts/roboto/roboto-700-cyrillic-ext.woff2") format('woff2'); unicode-range: U+0460-052F, U+1C80-1C88, U+20B4, U+2DE0-2DFF, U+A640-A69F, U+FE2E-FE2F; } /* cyrillic */ @font-face { font-display: swap; font-family: 'Roboto'; font-style: normal; font-weight: 700; src: local('Roboto Bold'), local('Roboto-Bold'), url("/_qs/static/dist/fonts/roboto/roboto-700-cyrillic.woff2") format('woff2'); unicode-range: U+0400-045F, U+0490-0491, U+04B0-04B1, U+2116; } /* latin-ext */ @font-face { font-display: swap; font-family: 'Roboto'; font-style: normal; font-weight: 700; src: local('Roboto Bold'), local('Roboto-Bold'), url("/_qs/static/dist/fonts/roboto/roboto-700-latin-ext.woff2") format('woff2'); unicode-range: U+0100-024F, U+0259, U+1E00-1EFF, U+2020, U+20A0-20AB, U+20AD-20CF, U+2113, U+2C60-2C7F, U+A720-A7FF; } /* latin */ @font-face { font-display: swap; font-family: 'Roboto'; font-style: normal; font-weight: 700; src: local('Roboto Bold'), local('Roboto-Bold'), url("/_qs/static/dist/fonts/roboto/roboto-700-latin.woff2") format('woff2'); unicode-range: U+0000-00FF, U+0131, U+0152-0153, U+02BB-02BC, U+02C6, U+02DA, U+02DC, U+2000-206F, U+2074, U+20AC, U+2122, U+2191, U+2193, U+2212, U+2215, U+FEFF, U+FFFD; } /* GOOGLE SANS TEXT */ /* NORMAL */ /* cyrillic */ @font-face { font-family: 'Google Sans Text'; font-style: normal; font-weight: 400; font-display: swap; src: local('Google Sans Text Regular'), local('GoogleSansText-Regular'), url("/_qs/static/dist/fonts/google-sans-text/google-sans-text-400-cyrillic.woff2") format('woff2'); unicode-range: U+0400-045F, U+0490-0491, U+04B0-04B1, U+2116; } /* latin-ext */ @font-face { font-family: 'Google Sans Text'; font-style: normal; font-weight: 400; font-display: swap; src: local('Google Sans Text Regular'), local('GoogleSansText-Regular'), url("/_qs/static/dist/fonts/google-sans-text/google-sans-text-400-latin-ext.woff2") format('woff2'); unicode-range: U+0100-024F, U+0259, U+1E00-1EFF, U+2020, U+20A0-20AB, U+20AD-20CF, U+2113, U+2C60-2C7F, U+A720-A7FF; } /* latin */ @font-face { font-family: 'Google Sans Text'; font-style: normal; font-weight: 400; font-display: swap; src: local('Google Sans Text Regular'), local('GoogleSansText-Regular'), url("/_qs/static/dist/fonts/google-sans-text/google-sans-text-400-latin.woff2") format('woff2'); unicode-range: U+0000-00FF, U+0131, U+0152-0153, U+02BB-02BC, U+02C6, U+02DA, U+02DC, U+2000-206F, U+2074, U+20AC, U+2122, U+2191, U+2193, U+2212, U+2215, U+FEFF, U+FFFD; } /* cyrillic */ @font-face { font-family: 'Google Sans Text'; font-style: normal; font-weight: 500; font-display: swap; src: local('Google Sans Text Regular'), local('GoogleSansText-Regular'), url("/_qs/static/dist/fonts/google-sans-text/google-sans-text-500-cyrillic.woff2") format('woff2'); unicode-range: U+0400-045F, U+0490-0491, U+04B0-04B1, U+2116; } /* latin-ext */ @font-face { font-family: 'Google Sans Text'; font-style: normal; font-weight: 500; font-display: swap; src: local('Google Sans Text Regular'), local('GoogleSansText-Regular'), url("/_qs/static/dist/fonts/google-sans-text/google-sans-text-500-latin.woff2") format('woff2'); unicode-range: U+0100-024F, U+0259, U+1E00-1EFF, U+2020, U+20A0-20AB, U+20AD-20CF, U+2113, U+2C60-2C7F, U+A720-A7FF; } /* latin */ @font-face { font-family: 'Google Sans Text'; font-style: normal; font-weight: 500; font-display: swap; src: local('Google Sans Text Regular'), local('GoogleSansText-Regular'), url("/_qs/static/dist/fonts/google-sans-text/google-sans-text-500-latin-ext.woff2") format('woff2'); unicode-range: U+0000-00FF, U+0131, U+0152-0153, U+02BB-02BC, U+02C6, U+02DA, U+02DC, U+2000-206F, U+2074, U+20AC, U+2122, U+2191, 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data-section-id="marketing-strategies" href="/marketing-strategies/video/" role="menuitem" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">YouTube</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> </ul> </div> </li> <li class="twgn twgn-primary-nav__menu-level-1__item twgn-card twgn-card__animation" data-item-id="future-of-marketing"> <button data-item-id="future-of-marketing" class="twgn twgn-primary-nav__menu-level-1__item__label twgn-card__content"> <span class="twgn twgn-icon menu-level-1__item-content__icon" data-icon="twgn menu-level-1__item-content__icon twgn-icon--future-of-marketing"></span> <span class="twgn menu-level-1__item-content__title twgn-card__title">Future of Marketing</span> <span class="twgn menu-level-1__item-content__chevron" data-icon="twgn-icon twgn-icon--chevron"></span> </button> <h3 data-item-id="future-of-marketing" class="twgn twgn-primary-nav__menu-level-1__item__label--heading twgn-card__content"> <span class="twgn twgn-icon menu-level-1__item-content__icon" data-icon="twgn menu-level-1__item-content__icon twgn-icon--future-of-marketing"></span> <span class="twgn menu-level-1__item-content__title twgn-card__title">Future of Marketing</span> </h3> <div class="twgn twgn-primary-nav__menu-level-2" data-item-id="future-of-marketing"> <ul class="twgn twgn-primary-nav__menu-level-2__menu" data-item-id="future-of-marketing"> <li class="twgn twgn-primary-nav__menu-level-2__item" data-item-id="future-of-marketing-overview" > <div class="twgn twgn-primary-nav__menu-level-2__link"> <div class="twgn twgn-primary-nav__menu-level-2__item__label" data-item-id="future-of-marketing-overview"> <a class="twgn 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data-item-id="future-of-marketing-creativity" data-section-id="future-of-marketing" href="/future-of-marketing/creativity/" role="menuitem" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">Creativity</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> <li class="twgn twgn-primary-nav__menu-level-2__item" data-item-id="future-of-marketing-digital-transformation" > <div class="twgn twgn-primary-nav__menu-level-2__link"> <div class="twgn twgn-primary-nav__menu-level-2__item__label" data-item-id="future-of-marketing-digital-transformation"> <a class="twgn twgn-primary-nav__menu-level-2__item__a" data-menu="primary" data-item-id="future-of-marketing-digital-transformation" data-section-id="future-of-marketing" href="/future-of-marketing/digital-transformation/" role="menuitem" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">Digital Transformation</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> <li class="twgn twgn-primary-nav__menu-level-2__item" data-item-id="future-of-marketing-management-and-culture-diversity-and-inclusion" > <div class="twgn twgn-primary-nav__menu-level-2__link"> <div class="twgn twgn-primary-nav__menu-level-2__item__label" data-item-id="future-of-marketing-management-and-culture-diversity-and-inclusion"> <a class="twgn twgn-primary-nav__menu-level-2__item__a" data-menu="primary" data-item-id="future-of-marketing-management-and-culture-diversity-and-inclusion" data-section-id="future-of-marketing" href="/future-of-marketing/management-and-culture/diversity-and-inclusion/" role="menuitem" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">Diversity & Inclusion</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> <li class="twgn twgn-primary-nav__menu-level-2__item" data-item-id="future-of-marketing-management-and-culture" > <div class="twgn twgn-primary-nav__menu-level-2__link"> <div class="twgn twgn-primary-nav__menu-level-2__item__label" data-item-id="future-of-marketing-management-and-culture"> <a class="twgn twgn-primary-nav__menu-level-2__item__a" data-menu="primary" data-item-id="future-of-marketing-management-and-culture" data-section-id="future-of-marketing" href="/future-of-marketing/management-and-culture/" role="menuitem" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">Management & Culture</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> <li class="twgn twgn-primary-nav__menu-level-2__item" data-item-id="future-of-marketing-privacy-and-trust" > <div class="twgn twgn-primary-nav__menu-level-2__link"> <div class="twgn twgn-primary-nav__menu-level-2__item__label" data-item-id="future-of-marketing-privacy-and-trust"> <a class="twgn twgn-primary-nav__menu-level-2__item__a" data-menu="primary" data-item-id="future-of-marketing-privacy-and-trust" data-section-id="future-of-marketing" href="/future-of-marketing/privacy-and-trust/" role="menuitem" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">Privacy & Trust</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> </ul> </div> </li> <li class="twgn twgn-primary-nav__menu-level-1__item twgn-card twgn-card__animation" data-item-id="tools"> <button data-item-id="tools" class="twgn twgn-primary-nav__menu-level-1__item__label twgn-card__content"> <span class="twgn twgn-icon menu-level-1__item-content__icon" data-icon="twgn menu-level-1__item-content__icon twgn-icon--tools"></span> <span class="twgn menu-level-1__item-content__title twgn-card__title">Tools</span> <span class="twgn menu-level-1__item-content__chevron" data-icon="twgn-icon twgn-icon--chevron"></span> </button> <h3 data-item-id="tools" class="twgn twgn-primary-nav__menu-level-1__item__label--heading twgn-card__content"> <span class="twgn twgn-icon menu-level-1__item-content__icon" data-icon="twgn menu-level-1__item-content__icon twgn-icon--tools"></span> <span class="twgn menu-level-1__item-content__title twgn-card__title">Tools</span> </h3> <div class="twgn twgn-primary-nav__menu-level-2" data-item-id="tools"> <ul class="twgn twgn-primary-nav__menu-level-2__menu" data-item-id="tools"> <li class="twgn twgn-primary-nav__menu-level-2__item" data-item-id="tools-overview" > <div class="twgn twgn-primary-nav__menu-level-2__link"> <div class="twgn twgn-primary-nav__menu-level-2__item__label" data-item-id="tools-overview"> <a class="twgn twgn-primary-nav__menu-level-2__item__a" data-menu="primary" data-item-id="tools-overview" data-section-id="" href="/tools/" role="menuitem" aria-label="Overview - Tools" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">Overview</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> <li class="twgn twgn-primary-nav__menu-level-2__item" data-item-id="tools-find-my-audience" > <div class="twgn twgn-primary-nav__menu-level-2__link"> <div class="twgn twgn-primary-nav__menu-level-2__item__label" data-item-id="tools-find-my-audience"> <a class="twgn twgn-primary-nav__menu-level-2__item__a" data-menu="primary" data-item-id="tools-find-my-audience" data-section-id="tools" href="https://ads.google.com/intl/en_us/home/tools/insights-finder/" role="menuitem" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">Insights Finder</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> <li class="twgn twgn-primary-nav__menu-level-2__item" data-item-id="tools-google-trends" > <div class="twgn twgn-primary-nav__menu-level-2__link"> <div class="twgn twgn-primary-nav__menu-level-2__item__label" data-item-id="tools-google-trends"> <a class="twgn twgn-primary-nav__menu-level-2__item__a" data-menu="primary" data-item-id="tools-google-trends" data-section-id="tools" href="https://trends.google.com/trends/?geo=US" role="menuitem" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">Google Trends</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> <li class="twgn twgn-primary-nav__menu-level-2__item" data-item-id="tools-market-finder" > <div class="twgn twgn-primary-nav__menu-level-2__link"> <div class="twgn twgn-primary-nav__menu-level-2__item__label" data-item-id="tools-market-finder"> <a class="twgn twgn-primary-nav__menu-level-2__item__a" data-menu="primary" data-item-id="tools-market-finder" data-section-id="tools" href="https://marketfinder.thinkwithgoogle.com/intl/en_us" role="menuitem" > <span class="twgn twgn-primary-nav__menu-level-2__item__text">Market Finder</span> <span class="twgn twgn-primary-nav__menu-level-2__item__chevron" data-icon="twgn-icon twgn-icon--chevron"> <svg width="100%" height="100%" viewBox="0 0 8 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M1.66 0.5L0.25 1.91L4.83 6.5L0.25 11.09L1.66 12.5L7.66 6.5L1.66 0.5Z" fill="inherit"/> </svg> </span> </a> </div> </div> </li> </ul> </div> </li> </ul> </div> </div> <div class="twgn twgn-primary-nav__pane-content-wrapper twgn-primary-nav__pane-content-wrapper--search twgn-noscrollbar"> <div class="twgn twgn-primary-nav__pane-content twgn-primary-nav__search twgn-search twgn-noscrollbar twgn--is-scroll-parent"> <form action="//search/" autocomplete="off" > <div class="twgn twgn-search__input-wrapper"> <div class="twgn twgn-search__animated-bg twgn-card__animation"></div> <input tabindex="0" type="text" autocomplete="off" name="query" enterkeyhint="search" aria-label="Search - Insights. Ideas. Inspiration." class="twgn twgn-placeholder twgn-search__query" placeholder="Insights. Ideas. Inspiration." /> <svg class="twgn twgn-search__icon" width="20" height="20" viewBox="0 0 20 20" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0)"> <path d="M14.2939 12.5786H13.3905L13.0703 12.2699C14.191 10.9663 14.8656 9.27387 14.8656 7.43282C14.8656 3.32762 11.538 0 7.43282 0C3.32762 0 0 3.32762 0 7.43282C0 11.538 3.32762 14.8656 7.43282 14.8656C9.27387 14.8656 10.9663 14.191 12.2699 13.0703L12.5786 13.3905V14.2939L18.2962 20L20 18.2962L14.2939 12.5786ZM7.43282 12.5786C4.58548 12.5786 2.28702 10.2802 2.28702 7.43282C2.28702 4.58548 4.58548 2.28702 7.43282 2.28702C10.2802 2.28702 12.5786 4.58548 12.5786 7.43282C12.5786 10.2802 10.2802 12.5786 7.43282 12.5786Z" fill="inherit"/> </g> <defs> <clipPath id="clip0"> <rect width="20" height="20" fill="white" /> </clipPath> </defs> </svg> </div> </form> </div> </div> <div class="twgn twgn-primary-nav__pane-content-wrapper twgn-primary-nav__pane-content-wrapper--trending twgn-noscrollbar"> <div class="twgn twgn-primary-nav__pane-content twgn-primary-nav__trending twgn-trending twgn-trending--first-anim twgn--no-js twgn-noscrollbar twgn-carousel" id="trending_carousel"> <div class="twgn twgn-trending__header twgn-carousel__header"> <span class="twgn twgn-trending__header__title" id="trending_header">Trending in Your Region</span> </div> <ul class="twgn twgn-carousel__list twgn-trending__list" role="list"> <li class="twgn twgn-carousel__list-item twgn-card twgn-card__animation twgn-card--shadow" data-item-index="0" role="listitem"> <a class="twgn twgn-carousel__list-item__content twgn-card__content twgn-card__content--column" href="https://www.thinkwithgoogle.com/marketing-strategies/video/creator-content-in-2024/" data-index="0" tabindex="0" aria-label="Card 1 of 6 - Why creators are vital to your marketing mix in 2024 - Article - January, 2024" > <div class="twgn twgn-card__thumbnail twgn-card__thumbnail--full-bleed" aria-hidden="true" role="presentation" data-video="" data-video-mimetype=""> <picture class="twgn twgn-card__thumbnail__picture"> <source type="image/webp" srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_Thumbnail.2e16d0ba.fill-600x337.format-webp.webp 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_Thumbnail.2e16d0ba.fill-767x431.format-webp.webp 2x"/> <source type="image/png" srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_Thumbnail.2e16d0ba.fill-600x337.png 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_Thumbnail.2e16d0ba.fill-767x431.png 2x"/> <img class="twgn twgn-card__thumbnail__picture__image" src="https://storage.googleapis.com/twg-content/images/TwG_US_2471_Thumbnail.2e16d0ba.fill-600x337.png" alt="A black and white illustration of a YouTube creator, framed by a mobile phone screen, sits on a viewer comment bar while holding a video watch window and surrounded by fan reactions like red hearts, star ratings, and thumbs up." loading="lazy"/> </picture> </div> <div class="twgn twgn-card__label-wrapper" aria-hidden="true"> <div class="twgn twgn-card__tag twgn-tag twgn-tag--content-type">Article</div> <div class="twgn twgn-card__label twgn-card__label--date">January, 2024</div> </div> <span class="twgn twgn-card__title" aria-hidden="true">Why creators are vital to your marketing mix in 2024</span> </a> </li> <li class="twgn twgn-carousel__list-item twgn-card twgn-card__animation twgn-card--shadow" data-item-index="1" role="listitem"> <a class="twgn twgn-carousel__list-item__content twgn-card__content twgn-card__content--column" href="https://www.thinkwithgoogle.com/future-of-marketing/digital-transformation/2024-marketing-transformation/" data-index="1" tabindex="0" aria-label="Card 2 of 6 - Marketing is at an inflection point. Here’s why that’s an opportunity - Perspective - January, 2024" > <div class="twgn twgn-card__thumbnail twgn-card__thumbnail--full-bleed" aria-hidden="true" role="presentation" data-video="" data-video-mimetype=""> <picture class="twgn twgn-card__thumbnail__picture"> <source type="image/webp" srcset="https://storage.googleapis.com/twg-content/images/TwG-US-2477---2024_TH.2e16d0ba.fill-600x337.format-webp.webp 1x, https://storage.googleapis.com/twg-content/images/TwG-US-2477---2024_TH.2e16d0ba.fill-767x431.format-webp.webp 2x"/> <source type="image/png" srcset="https://storage.googleapis.com/twg-content/images/TwG-US-2477---2024_THUMB_.2e16d0ba.fill-600x337.png 1x, https://storage.googleapis.com/twg-content/images/TwG-US-2477---2024_THUMB_.2e16d0ba.fill-767x431.png 2x"/> <img class="twgn twgn-card__thumbnail__picture__image" src="https://storage.googleapis.com/twg-content/images/TwG-US-2477---2024_THUMB_.2e16d0ba.fill-600x337.png" alt="Marie Gulin-Merle, Global VP of Ads Marketing, Google, is pictured in black and white from the shoulders up. She has light skin and light shoulder-length hair; she wears a dark blazer and a small closemouthed smile." loading="lazy"/> </picture> </div> <div class="twgn twgn-card__label-wrapper" aria-hidden="true"> <div class="twgn twgn-card__tag twgn-tag twgn-tag--content-type">Perspective</div> <div class="twgn twgn-card__label twgn-card__label--date">January, 2024</div> </div> <span class="twgn twgn-card__title" aria-hidden="true">Marketing is at an inflection point. Here’s why that’s an opportunity</span> </a> </li> <li class="twgn twgn-carousel__list-item twgn-card twgn-card__animation twgn-card--shadow" data-item-index="2" role="listitem"> <a class="twgn twgn-carousel__list-item__content twgn-card__content twgn-card__content--column" href="https://www.thinkwithgoogle.com/future-of-marketing/privacy-and-trust/privacy-in-modern-marketing/" data-index="2" tabindex="0" aria-label="Card 3 of 6 - United States - Meet the Privacy Power Players building the future of modern marketing - Article - December, 2023" > <div class="twgn twgn-card__thumbnail twgn-card__thumbnail--full-bleed" aria-hidden="true" role="presentation" data-video="" data-video-mimetype=""> <picture class="twgn twgn-card__thumbnail__picture"> <source type="image/webp" srcset="https://storage.googleapis.com/twg-content/images/v2_j0pIkiy.2e16d0ba.fill-600x337.format-webp.webp 1x, https://storage.googleapis.com/twg-content/images/v2_j0pIkiy.2e16d0ba.fill-767x431.format-webp.webp 2x"/> <source type="image/png" srcset="https://storage.googleapis.com/twg-content/images/v2_j0pIkiy.2e16d0ba.fill-600x337.png 1x, https://storage.googleapis.com/twg-content/images/v2_j0pIkiy.2e16d0ba.fill-767x431.png 2x"/> <img class="twgn twgn-card__thumbnail__picture__image" src="https://storage.googleapis.com/twg-content/images/v2_j0pIkiy.2e16d0ba.fill-600x337.png" alt="Privacy Power Players from Google and Deloitte. Photos of 11 marketing and business leaders appear in a 4 x 3 dot grid. The empty spot is filled alternately with red, blue, green, and gray dots." loading="lazy"/> </picture> </div> <div class="twgn twgn-card__label-wrapper" aria-hidden="true"> <div class="twgn twgn-card__tag twgn-tag twgn-tag--content-type">Article</div> <div class="twgn twgn-card__label twgn-card__label--date">December, 2023</div> </div> <span class="twgn twgn-card__title" aria-hidden="true">Meet the Privacy Power Players building the future of modern marketing</span> <div class="twgn twgn-card__region-label" aria-hidden="true"> <svg width="20" height="20" viewBox="0 0 20 20" fill="none" xmlns="http://www.w3.org/2000/svg" role="none"> <path d="M10 0C6.13 0 3 3.13 3 7C3 12.25 10 20 10 20C10 20 17 12.25 17 7C17 3.13 13.87 0 10 0ZM10 9.5C8.62 9.5 7.5 8.38 7.5 7C7.5 5.62 8.62 4.5 10 4.5C11.38 4.5 12.5 5.62 12.5 7C12.5 8.38 11.38 9.5 10 9.5Z" fill="#5F6368"/> </svg> United States </div> </a> </li> <li class="twgn twgn-carousel__list-item twgn-card twgn-card__animation twgn-card--shadow" data-item-index="3" role="listitem"> <a class="twgn twgn-carousel__list-item__content twgn-card__content twgn-card__content--column" href="https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/drive-business-growth-after-third-party-cookies/" data-index="3" tabindex="0" aria-label="Card 4 of 6 - Global - 3 key measurement considerations to drive business growth in 2024 - Perspective - November, 2023" > <div class="twgn twgn-card__thumbnail twgn-card__thumbnail--full-bleed" aria-hidden="true" role="presentation" data-video="" data-video-mimetype=""> <picture class="twgn twgn-card__thumbnail__picture"> <source type="image/webp" srcset="https://storage.googleapis.com/twg-content/images/Thumb_2425_measuremen.2e16d0ba.fill-600x337.format-webp.webp 1x, https://storage.googleapis.com/twg-content/images/Thumb_2425_measuremen.2e16d0ba.fill-767x431.format-webp.webp 2x"/> <source type="image/png" srcset="https://storage.googleapis.com/twg-content/images/Thumb_2425_measurement.2e16d0ba.fill-600x337.png 1x, https://storage.googleapis.com/twg-content/images/Thumb_2425_measurement.2e16d0ba.fill-767x431.png 2x"/> <img class="twgn twgn-card__thumbnail__picture__image" src="https://storage.googleapis.com/twg-content/images/Thumb_2425_measurement.2e16d0ba.fill-600x337.png" alt="Karen Stocks, VP of global measurement solutions at Google addresses a crowd of conference goers. 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data-ga4-analytics='{ "event": "article_in_content_click", "content_type":"Article", "event_location":"in content link" }'> <div class="detail__push"></div> <div class="rich-text"><p data-block-key="9lk2m"><i>Jack Koch, SVP of research and insights at the</i> <a href="https://www.iab.com/" target="_blank" rel="noopener noreferrer"><i><u>Interactive Advertising Bureau</u></i></a><i> (IAB), shares findings from a new study about the role creators play in people’s lives, media diets, and purchase decisions — and what marketers need to know about the state of the creator economy going into 2024.</i></p></div> </div> <div class="inline-image grid-row grid-row--full-bleed-sm"> <div class="detail__push"></div> <div class="inline-image__wrapper grid-centered-columns "> <div class=""> <picture class="picture-image js-component js-lazy-load-image inline-image__src" > <source data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_Heroai-01.width-300.format-webp.webp 1x, 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data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_Heroai-01.width-800.png 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_Heroai-01.width-1600.png 2x" media="(min-width: 1441px)"> <img width="1280" height="720" data-src ="https://storage.googleapis.com/twg-content/original_images/TwG_US_2471_Heroai-01.png" alt="คนหนึ่งคนกำลังยืนพูดสรุปข้อมูลเชิงลึกในงาน IAB PlayFronts เพื่อให้ผู้ชมเข้าใจเข้าใจสถานการณ์การตลาดออนไลน์จากทั้งฝั่งแบรนด์และผู้บริโภค"> </picture> </div> <div class="inline-image-footer"> <div class="inline-image-footer__data"> <h2 class="inline-image-footer__logo">Think with Google</h2> <p class="inline-image-footer__text">Jack Koch, SVP of research and insights at IAB, speaks at the 2023 IAB PlayFronts.</p> </div> <div class="inline-image-footer__action-group"> <button data-name="share-inline-image-2" class="js-component js-modal-open inline-image-footer__action tooltip-container" type="button" aria-label="Share - Why creators are 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"event_location":"in content link" }'> <div class="detail__push"></div> <div class="rich-text"><p data-block-key="61wms">At the Interactive Advertising Bureau (IAB), our mission is to empower the media and marketing industries to thrive in the digital economy. In an era when digital video consumption is growing at an accelerated pace, we’re witnessing an <a href="https://www.thinkwithgoogle.com/marketing-strategies/video/video-viewing-trends/"><u>unprecedented shift to creator-driven content</u></a>.</p><p data-block-key="9itv1">It was clear to us from this evolution that our industry needed a better understanding of creators’ impact. We wanted to know: What role do creators play in consumers’ lives and media habits today? What does this mean for the future of marketing? And how can advertisers make the most of the creator economy opportunity?</p><p data-block-key="604ng">To get the full picture, we partnered with Talk Shoppe on a first-of-its-kind research study that combined quantitative surveys and qualitative interviews of not only consumers but advertisers.</p><p data-block-key="1mgp9">Our interviews and surveys of advertisers showed that confidence in creator marketing is high: 89% of advertisers feel positive about advertising alongside creator content, and 92% agreed that creator-produced content can be considered “premium.”<sup>1</sup></p><p data-block-key="37hi2">Meanwhile, our consumer research revealed that creator-driven content plays a unique role in viewers’ media diets, purchase decisions, and relationships with brands. Here are some of the top takeaways we uncovered in <a href="https://www.iab.com/insights/creator-economy-research/" target="_blank" rel="noopener noreferrer"><u>The Creator Economy Opportunity: Where Authenticity Meets Impact</u></a>.</p></div> </div> <div class="inline-image grid-row grid-row--full-bleed-sm"> <div class="detail__push"></div> <div class="inline-image__wrapper grid-centered-columns "> <div class=""> <picture class="picture-image js-component js-lazy-load-image inline-image__src" > <source data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-300.format-webp.webp 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-600.format-webp.webp 2x" media="(max-width: 360px)" type="image/webp"> <source data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-600.format-webp.webp 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-1200.format-webp.webp 2x" 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data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-800.format-webp.webp 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-1600.format-webp.webp 2x" media="(min-width: 1441px)" type="image/webp"> <source data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-300.png 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-600.png 2x" media="(max-width: 360px)"> <source data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-600.png 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-1200.png 2x" media="(min-width: 361px) and (max-width: 599px)"> <source data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-800.png 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-1600.png 2x" media="(min-width: 768px) and (max-width: 1023px)"> <source data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-600.png 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-1200.png 2x" media="(min-width: 600px) and (max-width: 767px)"> <source data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-800.png 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-1600.png 2x" media="(min-width: 1024px) and (max-width: 1440px)"> <source data-srcset="https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-800.png 1x, https://storage.googleapis.com/twg-content/images/TwG_US_2471_1-04.width-1600.png 2x" media="(min-width: 1441px)"> <img width="1600" height="500" data-src ="https://storage.googleapis.com/twg-content/original_images/TwG_US_2471_1-04.png" alt="A YouTube play button icon hovers over an illustrated creator video with a 3-star user rating: 92% of advertisers agree that creator-produced content can be considered “premium.”"> </picture> </div> <div class="inline-image-footer"> <div class="inline-image-footer__data"> <h2 class="inline-image-footer__logo">Think with Google</h2> <p class="inline-image-footer__text">Source: IAB/Talk Shoppe, U.S., IAB Creator Economy Study, n=400 advertisers, Sept. 19, 2023–Oct. 2, 2023, and n=2,001 consumers, Sept. 15, 2023–Sept. 29, 2023.</p> </div> <div class="inline-image-footer__action-group"> <button data-name="share-inline-image-4" class="js-component js-modal-open inline-image-footer__action tooltip-container" type="button" aria-label="Share - Why creators are vital to your marketing mix in 2024" data-component-priority-import> <span class="visually-hidden">Share</span> <svg class="inline-image-footer__action-share" role="presentation" > <use href="/_qs/static/dist/icons/svg-sprites.svg#share-network"></use> </svg> <span class="tooltip-label" role="tooltip">Share</span> </button> <div role="dialog" aria-modal="true" class="modal js-component js-modal 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class="share-modal-footer__title">Why creators are vital to your marketing mix in 2024</h3> <span class="share-modal-footer__body"> <span class="share-modal-footer__meta-text"> Jack Koch </span> <span class="share-modal-footer__meta-text">January 2024</span> </span> </div> </div> </div> <div class="modal__bottom-spacer"></div> </div> </div> </div> </div> </div> </div> </div> <div class="detail__text grid-row js-component js-rich-text-cta-analytics" data-ga4-analytics='{ "event": "article_in_content_click", "content_type":"Article", "event_location":"in content link" }'> <div class="detail__push"></div> <div class="rich-text"><h2 data-block-key="61wms">Digital video consumption is at an all-time high, fueled by creators</h2><p data-block-key="eln2r">Creator-driven content is not just part of digital content growth; it’s leading the charge. Our consumer research found that while digital video consumption overall is on the rise, the audience for creator-driven content is growing faster than studio-produced content. In fact, 39% of consumers are watching more creator-produced content than they were a year ago, compared to 22% watching more studio-produced content across devices and services.<sup>2</sup></p><p data-block-key="4jjcd">“Before, you only saw creators in the social space. Now, it’s not uncommon to see a creator getting interviewed on TV or showing up to the Met Gala,” one advertiser from a media agency told us. “They are getting more visibility, and with that visibility comes more power, and more dollars are naturally going towards working with them, because they’re easing out into the entire ecosystem.”</p></div> </div> <div class="video-inline video-inline--detail grid-row grid-row--full-bleed-sm"> <div class="detail__push"></div> <div class="grid-centered-columns"> <div class="video-inline__wrapper"> <div class="video-inline__container js-component js-inline-video"> <button type="button" class="video-inline__link js-component js-lazy-load-image" data-quality="maximum" data-video-id="bm5G9ijts-Q" aria-label="Play video"> <div class="video-inline__play-button youtube-image__button--hidden" role="presentation"> <svg class="card__play-button-icon" role="presentation" > <use href="/_qs/static/dist/icons/svg-sprites.svg#btn-play"></use> </svg> </div> </button> <div class="video-inline__embed" id="video-inline-player-bm5G9ijts-Q"></div> </div> </div> <div class="video-inline__caption"> Vogue hired YouTube creator Emma Chamberlain to cover the 2023 Met Gala. </div> </div> </div> <div class="detail__text grid-row js-component js-rich-text-cta-analytics" data-ga4-analytics='{ "event": "article_in_content_click", "content_type":"Article", "event_location":"in content link" }'> <div class="detail__push"></div> <div class="rich-text"><h2 data-block-key="61wms">To advertisers, creator-driven content is now a must-buy</h2><p data-block-key="5onms">Sure enough, we found that advertiser dollars are following the creator viewership trend. As viewing continues to shift from linear to digital, advertiser spend is rising to capitalize on the growth. Nearly half of advertisers report they consistently allocate budgets toward creator content marketing, and 44% of advertisers plan to increase investment in creator content in 2024, with an average increase of 25%.<sup>3</sup></p><p data-block-key="7ontq">Creator content was, at one point, an experiment limited to straightforward deals with creators. But the medium matured and advertisers who invested have seen their efforts gain credibility and increase in impact. As one advertiser at a media agency put it, “My use of creative content for advertising used to be focused on reaching niche audiences. Now it is a channel I use as a mass vehicle.”</p><h2 data-block-key="csp4v">‘Quality’ content is all about personal relevance</h2><p data-block-key="n397">In the world of media buying, “quality” content is often associated with sleek production. However, when considering what consumers truly value about video content, the concept of quality is diverging from traditional assumptions.</p><p data-block-key="dknsq">In fact, people find video content most valuable when it’s personal and relevant. As one consumer told us, “I value authenticity and relatability as high-quality traits within content. For me these are just as important as audio and video [quality].”</p></div> </div> <div class="video-inline video-inline--detail grid-row grid-row--full-bleed-sm"> <div class="detail__push"></div> <div class="grid-centered-columns"> <div class="video-inline__wrapper"> <div class="video-inline__container js-component js-inline-video"> <button type="button" class="video-inline__link js-component js-lazy-load-image" data-quality="maximum" data-video-id="GlZ55Du11T0" aria-label="Play video"> <div class="video-inline__play-button youtube-image__button--hidden" role="presentation"> <svg class="card__play-button-icon" role="presentation" > <use href="/_qs/static/dist/icons/svg-sprites.svg#btn-play"></use> </svg> </div> </button> <div class="video-inline__embed" id="video-inline-player-GlZ55Du11T0"></div> </div> </div> <div class="video-inline__caption"> Food-centric content creator Dylan Lemay entertains over 5 million followers with his short-form videos. </div> </div> </div> <div class="detail__text grid-row js-component js-rich-text-cta-analytics" data-ga4-analytics='{ "event": "article_in_content_click", "content_type":"Article", "event_location":"in content link" }'> <div class="detail__push"></div> <div class="rich-text"><p data-block-key="61wms">Quality content is about more than just high-quality production. Consumers value <a href="https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/trending-visual-stories/viewer-choice-reshapes-content/"><u>personal relevance and engagement</u></a> above all else. Our research found that viewers were more likely to agree that creator-driven content appeals to their personal interests, features a topic that personally interests them, and is highly engaging compared to studio-produced content.<sup>4</sup></p><h2 data-block-key="jgm1">Creators drive impact across every stage of the purchase funnel</h2><p data-block-key="725d0">Our research evaluated the impact of marketing alongside both creator-produced and studio-produced content at every stage of the consumer purchase journey. While both types of content have a strong influence throughout, the ads that ran alongside and within creator content had greater impact in key stages. Appearing next to or within creator content yielded 1.23X higher research and consideration, 1.42X higher loyalty, and 1.3X higher advocacy than appearing next to studio content was observed to do.<sup>5</sup></p><p data-block-key="29rlk">Why? Consumers told us they watch creators to learn about new products and trends, benefiting from their expertise and honest reviews. Compared with studio-produced content, creators bring a level of authenticity and trust that can’t be found elsewhere, and their content allows consumers to visualize products in their daily lives. This compresses the purchase funnel and leads to faster, more confident purchase decisions.</p></div> </div> <div class="grid-row"> <div class="detail__push"></div> <blockquote class="block-quote grid-centered-columns block-quote--g-red"> As the channel has evolved, it’s increasingly become a powerful tool for driving action and results at every stage of the funnel. </blockquote> </div> <div class="detail__text grid-row js-component js-rich-text-cta-analytics" data-ga4-analytics='{ "event": "article_in_content_click", "content_type":"Article", "event_location":"in content link" }'> <div class="detail__push"></div> <div class="rich-text"><p data-block-key="61wms">“Many marketers still think of creator marketing as a brand awareness driver only,” said one advertiser at a media agency. “But, as the channel has evolved, it’s increasingly become a powerful tool for driving action and results at every stage of the funnel, from awareness and consideration to conversion and even advocacy.”</p><p data-block-key="25ur8">The evidence is undeniable: Creator content is now pivotal to transforming marketing strategies. Armed with deep audience connections and an innovative approach to video, creators craft captivating stories that engage and convert, driving a profound consumer impact.</p><p data-block-key="50p5m">As the digital media landscape continues to evolve in 2024, taking a proactive stance is essential. Just as the creator economy has matured, so have the opportunities for brands. When you partner with creator-driven platforms and <a href="https://www.thinkwithgoogle.com/marketing-strategies/video/ai-video-marketing-strategy/"><u>tap into their advertising solutions</u></a>, you can drive next-level performance and impact. 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data-srcset="https://storage.googleapis.com/twg-content/images/Jack_Koch.2e16d0ba.fill-110x110.png 1x, https://storage.googleapis.com/twg-content/images/Jack_Koch.2e16d0ba.fill-228x220.png 2x" media="(min-width: 361px) and (max-width: 599px)"> <source data-srcset="https://storage.googleapis.com/twg-content/images/Jack_Koch.2e16d0ba.fill-228x220.png 1x, https://storage.googleapis.com/twg-content/images/Jack_Koch.2e16d0ba.fill-456x440.png 2x" media="(min-width: 768px) and (max-width: 1023px)"> <source data-srcset="https://storage.googleapis.com/twg-content/images/Jack_Koch.2e16d0ba.fill-228x220.png 1x, https://storage.googleapis.com/twg-content/images/Jack_Koch.2e16d0ba.fill-456x440.png 2x" media="(min-width: 1024px) and (max-width: 1440px)"> <source data-srcset="https://storage.googleapis.com/twg-content/images/Jack_Koch.2e16d0ba.fill-228x220.png 1x, https://storage.googleapis.com/twg-content/images/Jack_Koch.2e16d0ba.fill-456x440.png 2x" media="(min-width: 1441px)"> <img width="600" height="600" data-src ="https://storage.googleapis.com/twg-content/original_images/Jack_Koch.png" alt=""> </picture> </div> <div class="author-profile__info"> <h2 class="author-profile__name">Jack Koch</h2> <span class="author-profile__title">SVP, Research and Insights</span> <span class="author-profile__company">IAB</span> </div> </div> </div> <section class="grid-row"> <div class="detail__push"></div> <div class="detail-sources bordered-content"> <div class="collapsible js-component js-collapsible"> <div class="collapsible__heading"> <button class="collapsible__trigger" data-show-label="Show sources" data-hide-label="Hide sources" data-title-label='1' aria-expanded="false" aria-label="Show sources 1" > <h2 class="detail-sources__trigger"> Sources (1) </h2> <span class="collapsible__trigger-label js-collapsible-toggle collapsible__trigger-label--is-hidden"></span> <div class="collapsible__trigger-icon"> </div> </button> </div> <div class="collapsible__content 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