(WFSB) – The state has launched the Connecticut Content Creator Collaborative, a new initiative designed to help local businesses connect with social media influencers and content creators.

The program, known as C4, features a website where more than a dozen creators have already signed up, listing their specialties and making it easier for brands to find people to work with.

Alex P. Taylor, a full-time content creator who focuses on food reviews, said the initiative represents progress in how content creation is perceived as legitimate work.

“I think it’s a step in the right direction and I think the tide is turning of people’s perception on what a content creator is,” Taylor said.

Taylor makes his living by visiting local restaurants and businesses, creating content for his thousands of followers across platforms like TikTok and Instagram.

Business owners hire him to showcase their products and services to his audience.

“This is how I pay my bills,” Taylor said. “I was taking pictures of food before people were probably taking pictures of food.”

Jenna Damico, owner of Sweets by Jenna, said content creators represent a new wave of marketing that feels more authentic to consumers.

“It’s real people and they’re real opinion of what you have so I think people are more opt to trust influencers than an ad that they hear,” Damico said.

Damico said she regularly hears customers mention seeing her business featured by content creators on social media platforms.

The state initiative addresses a common challenge in the industry, connecting local businesses with appropriate content creators.

The C4 platform aims to streamline this process by providing a centralized directory of available creators and their areas of expertise.

The recognition from the state signals a shift in how content creation and influencer marketing are viewed in the business world, according to participants in the program.

Copyright 2026 WFSB. All rights reserved.