Why Disney is courting creators to build a deeper bond with fans

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Set us as preferred Beneath the watchful eyes of Snow White’s Seven Dwarfs that hold up the Walt Disney Co.corporate offices in Burbank, performers from the Broadway production of “Aladdin” were belting the familiar notes of “A Whole New World” to a sea of raised phones and cameras.A rapt audience of nearly 70 content creators was filming every moment of the performance for their followers.

They were gathered on the studio lot last month as part of Disney’s Somos Magic Summit, a three-day event involving a series of panels and presentations at the company’s corporate headquarters and excursion to the Disneyland Resort theme parks.The goal: to deepen the relationship between the entertainment giant and these key Latino internet personalities.

Disney is one of the many entertainment giants already investing big in the creator economy.Here’s how it plans to scale its influencer efforts.“You grow up watching Disney on TV and playing with Disney toys, and then to see them wanting to work with you, it’s like, OK, like, what is going on right now?” said Natalie Aguilar, a 24-year-old San Diego-based influencer known for making feel-good content online with her family.

As social media continue to act as a cultural megaphone, content creators are now widely seen as an essential part of marketing for companies of all kinds, including retailers and coffee chains.For Disney, the stakes are even higher.At a time when studios are in a fierce competition for consumers’ attention, Disney is trying to lean into its biggest advantage — its massive and unique fan base.

By working with creators, the entertainment conglomerate is trying to build on that loyalty and boost engagement with its various characters and products.1 2 3 1.

Isabella Morello Rodriguez (right) and Guadalupe Espinoza gather with fellow influ...