The Creator Economy Starts at Your Company: Why B2B Brands Should Look Inward

Some of the most impactful content isn’t coming from agencies or influencers. It’s coming from store aisles, support desks, and factory floors.

Just ask Ulta Beauty.

Their “Ulta Beauties” program—where store associates are paid to create TikToks about the products they actually sell—isn’t just a viral campaign. It’s a playbook for the future of brand communication. Ulta isn’t turning to outside influencers. They’re turning inward—to the people who know the product, hear the questions, and see the impact every single day.

The result? Authentic content that outperforms traditional partnerships. And a workforce that feels more seen, empowered, and connected to the brand.

So why does this matter for B2B?

Because this shift isn’t limited to consumer brands.

B2B companies are sitting on the same untapped resource: experts, operators, engineers, salespeople, and support reps who already know how to tell great stories—they just need the tools and the permission to start sharing them.

The rise of “employee creators” isn’t a gimmick. It’s a shift in how trust is built, and how influence is earned. The people closest to your product know it best—and when they speak, it doesn’t sound like marketing. It sounds real.

What we can learn from Ulta:

• Your frontline employees see what really works (and what doesn’t)

• They understand customer questions better than most marketers

• They’re already creating content—it’s just not being amplified

• When empowered, they become your most credible brand advocates

This is where B2B brands have a choice.

They can keep relying on scripted case studies and overly polished webinars.

Or they can decentralize their storytelling, and turn their people into creators.

At MarketScale, we see this shift happening every day—through our Studio platform, through microlearning content from teams, and through brands that understand one key truth: the most trusted voices don’t come from the marketing department. They come from the community.

It’s not about asking employees to act like influencers. It’s about recognizing that they already influence—through their expertise, through their networks, and through the stories they’re ready to tell.

At MarketScale, we believe in building media brands from the inside out—and that starts with your team.