Sharing a creator’s perspective on brand collaboration, content performance, and cross-border growth.
VX Media creator Yifan Li was invited to speak at the Meta Ecommerce Overseas Marketing Summit 2026 in Shanghai, joining industry leaders and brands to discuss how creators and businesses can build more effective partnerships in an increasingly global content landscape.
Based in New York, Yifan creates fashion and lifestyle content for a global audience. During the summit, she shared insights drawn from her experience working with international brands, including how creators understand their audiences, what makes a strong brand brief, and why creative freedom can play an important role in making branded content feel natural and engaging.
One of the key ideas Yifan highlighted was that a strong brief should define the goal rather than dictate the script. While brands know their products best, creators understand how their audiences consume content, what makes them stop scrolling, and what kind of storytelling feels authentic to their communities.
She also spoke about looking beyond likes and comments when evaluating creator content. Different campaign goals call for different measures of success, from reach and engagement to clicks and conversion. With clearer objectives and better performance data, brands can move from one-off collaborations toward a more repeatable and informed approach to creator marketing.
We’re proud to see a VX Media creator bring her perspective to the stage and contribute to the broader conversation around the future of creator marketing and global growth.