RIO2C: Lessons for media, brands and creators

As both traditional media and marketing are being transformed by AI, evolving consumer behaviour, the creator economy and innovative business models, it is imperative to understand global trends and directions.

In this context, I had the opportunity to attend RIO2C, held recently in Rio de Janeiro, Brazil. Known as Latin America’s largest gathering of publishers, marketers, content creators and tech professionals, the event brought together brand and media professionals to discuss the future of their industries. Brand professionals discussed the importance of investing in content creation, while media professionals emphasised the need to create scalable IP (intellectual property).

As a marketer, and also from the perspective of working in media, I tried to gather five key lessons and trends from RIO2C that are relevant for brands, media organisations and content creators.

1. Brands are investing in regular content creation

Globally, brands are now behaving like media companies. Rather than focusing solely on campaign management, they are generating original content, building communities and developing intellectual property. As a result, their marketing investment priorities are shifting from traditional media spending to a more content-led approach.

2. The creator economy is the new distribution channel

Brands are moving from ad hoc influencer-led campaigns to long-term creator partnerships. Creators are no longer a secondary marketing channel; they are increasingly becoming a core channel for brands. Many global companies are shifting from traditional media to creator-led distribution.

3. AI will not replace creativity; it will enhance it

RIO2C repeatedly stressed the importance of balancing AI and creativity. Although the buzz around AI is overwhelming, experts believe it will never compete with human creativity. Instead, creativity supported by AI can produce remarkable results. Publishers should therefore focus on AI-assisted creativity rather than AI-generated volume.

4. Authentic storytelling will remain the key differentiator

Although audience behaviour is changing rapidly, driven by evolving platforms, technological advances and the rise of the creator economy, authentic storytelling will continue to set publishers apart. Original content and investigative reporting, combined with compelling storytelling, will remain a key competitive advantage.

5. Community is becoming more valuable than reach

The metrics that brands value are also changing because of disruptions caused by AI, the creator economy and other factors. Brands are increasingly prioritising engagement over reach. For them, 200,000 engaged consumers are more valuable than 2 million passive viewers. Similarly, for publishers, time spent on a platform is often more meaningful than page views. Building an engaged community is therefore vital, regardless of the nature of the organisation.

RIO2C reinforced one message for publishers: the future will not be defined by reach or page-view numbers. It will be defined by relevance. Generation Z and Generation Alpha, who are increasingly gravitating towards creator-centric platforms, require publishers to become more relevant to their interests and daily lives. Publishers should therefore embrace the creator-led content ecosystem.

However, success will remain elusive unless all these elements operate within a broader ecosystem. Publishers and content creators are producing vast amounts of content, but media organisations must build ecosystems in which content, creators and communities interact continuously to create value.

The writer is the chief business officer at The Daily Star