A new initiative puts TikTok and Instagram creators at the center of Forbes’ off-platform strategy. The publisher is testing flexible deals to boost video-led coverage and audience growth.
Forbes is piloting a new approach to audience growth by placing TikTok and Instagram creators at the forefront of its off-platform content strategy. This move is designed to help the publisher reach wider audiences beyond its owned channels, with a focus on video-led coverage distributed under the “Forbes Creator” banner.
Instead of relying solely on staff reporters, Forbes is collaborating with a select group of six creators, including TikTok personality and venture capitalist Griffin Johnson. These creators are featured in videos and events, bringing their own followings to Forbes’ content on social platforms.
The publisher has structured bespoke agreements with each creator, combining a talent fee with a share of the revenue generated by their content. Intellectual property ownership varies by project, and Forbes executives say they are still testing which models deliver the best results for both the company and the creators. The payment structure is flexible and determined on a case-by-case basis, rather than using a fixed rate card.
This creator-led strategy reflects a broader trend among publishers seeking to leverage influencer audiences for off-platform growth. Similar approaches have been seen in other media experiments, such as when BCN launched an AI-driven brand voice service to help brands increase their visibility in AI assistants, as reported in a recent coverage of BCN's AI brand voice launch.
Forbes executives describe the current phase as a test-and-learn period, with ongoing adjustments to the model as they evaluate performance and revenue impact. The company is using events and social video to measure which formats and creators drive the most engagement and value off-platform.
