Hubspot, the sales and marketing automation platform, has announced the launch of Hubspot Creators, a new program to invest in and support emerging content creators.

Starting with podcasts, the program will launch with an initial cohort of eight content creators. They will produce content from scratch and receive resources to expand their brands, operational support, as well as a monthly payment that increases along with the creator’s success.

But why would a SaaS platform be so dedicated to investing in a content creator program? What would be the strategy behind it?

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Understanding consumer behavior

First, we need to remember that Marketing is made for people, and people change constantly.

They change their tastes, habits, preferences and it is always necessary to understand these transformations and adjust to them.

It sounds silly, but it’s quite common to see brands that haven’t yet understood that their strategies need to constantly change as behavior changes.

Now, I want to give you extremely valuable data about new consumer behavior. Come with me!

Consumer trust in content creators

A study by Olapic and Cite Research reveals a growing distrust from consumers towards brands.

Given the vast amount of fake news being shared across the internet, these shoppers are increasingly likely to trust posts from real people over recommendations made by the brands themselves.

Changes in the ways of consuming content

Did you know that 75% of children from the new generation dream of becoming YouTubers? Well, these are just reflections of the great changes in current consumer behavior.

The new cell phones, SmartTVs and laptops have brought new possibilities to consume content over the internet. In addition, the number of content creators has been growing more and more on platforms such as YouTube, Spotify, Twitch, Instagram, among others.

With the large number of people consuming such content, it is extremely important that brands adapt to these new channels within their marketing strategies.

That’s not to say every brand needs to jump on the latest trend or bend itself into weird shapes just to stay heard. Some experiments will flop—no way around it. But what matters is keeping the lights on in these new spaces, watching what gets traction, maybe putting your own spin on things. It’s not just about following the crowd, honestly. Sometimes you spot a niche, or just notice your audience prefers binging content on TikTok at 2 a.m. instead of tuning in to the ten o’clock news—there’s your lead.

And, quietly, there’s this whole layer of new etiquette around creator culture. You can’t barge into a community and expect to be treated like an insider by default. People sniff out inauthenticity faster than you might think. The brands that get cozy here are the ones that put in the time and show up as a real voice, not just a marketing persona in disguise. It takes patience. If you’re really paying attention, you’ll notice these micro-moments where trust is built or totally lost. It’s subtle but it makes all the difference.

The interesting part is, even brands with years of legacy sometimes walk into these digital spaces like tourists—loud shirts, camera flashes, speaking too loudly in a language nobody asked for. You see this especially on platforms with younger audiences where the vibe is sensitive to any hint of inauthentic messaging. It’s kind of a dance, right? One awkward move and you’re out; but if you listen and adapt, you might stick around long enough to actually build something real with your audience. Not every attempt will feel natural or land just right, but the willingness to try matters more than you’d think.

There’s definitely a learning curve to all this. I’ve seen companies make the mistake of chasing creators with the most followers, assuming bigger means better, when niche communities often deliver more passionate engagement. It can get pretty tempting to just toss a bunch of money at whatever’s trending, but it usually pays off (long term) to collaborate with folks who really understand the platform—and their followers—inside out. If you’re humble about it, people tend to give you a bit more grace as you figure it out.

Podcasts are outperforming traditional media

Being able to listen (when watching) what you want and when you want is a trend of the new generation. This has led many people to migrate from mainstream media to digital platforms.

In this world of possibilities, podcasts have gained prominent positions.

Research shows that the number of podcasts around the world has already surpassed the 2 million mark, and that figure continues to grow. These same surveys indicate that 24% of the American population listens to podcasts weekly.

Studies conducted by Claritas suggest that podcasts increase brand recognition between 24% and 79%. That’s up to 30 times the channel rates from traditional TV.

Data like these has led several brands to increasingly invest in this channel, both in sponsorship and in encouraging the creation of new influencers and content creators.

What would Hubspot’s strategy be with its Creators Program?

A study by RealEyes on TikTok revealed that content creators with an average of 540,000 followers receive higher levels of attention compared to influencers with more than 50 million.

By investing in undiscovered creators, Hubspot makes a very promising bet. In addition, its strategy is perfectly aligned with new trends and consumer behaviors on the internet.

Brands need to be present in consumers’ lives and produce content that inspires and educates their audience. And this is something that many tech companies have failed at in their marketing strategies.

Many of these companies insist on talking only about their products and their advantages. Just as they do not seek to update their strategies according to the changes in their persona’s consumption habits.

Hubspot understands that its strategies need to be aligned with the behavior of the new generation. Your investment in content creators is a clear example of this.

The platform had already hit the nail on the head in acquiring The Hustle newsletter and now expands its channels to another big trend: podcasts.

What do marketers and brands need to understand from this?

As I said earlier in this article, marketing is for people. And understanding that the strategy that works today may not work tomorrow is understanding that people’s behavior changes over time.

Understand who your audience is, what they consume, where they are and adapt your strategy as these transformations happen.

Consistency is one of the main keys to the success of a marketing strategy, but “doing more of the same” could be a business’s worst decision.