Once upon a time, the marketing department held the keys to brand voice, product hype, and customer loyalty. But today? A creator with an iPhone and a niche audience can launch a product, crash a website, and redefine a brand’s identity all before lunch. Crazy or absolutely brilliant?
Welcome to the creator economy, where influence drives sales, trust is currency, and content isn't just king, it’s the whole kingdom.
So how should brands show up in this new landscape? Let’s dive into what the creator economy actually is, why it matters more than ever, and how smart brands are tapping creators to shape everything from content to community.
Understanding the Creator Economy (And Why It’s Not a Trend)
The creator economy refers to the ecosystem of influencers, content creators, and digital entrepreneurs who build audiences online and monetize through brand partnerships, product lines, and platform revenue. But here's the twist: it’s not just about viral dances and unboxings anymore. Creators are building brands, co-designing products, and shaping cultural conversations.
As of 2024, the creator economy is valued at over $250 billion, and it's projected to keep growing. Why? Because audiences trust creators more than brands. According to a recent report by HubSpot, 37% of Gen Z say they’ve purchased a product in the last three months because they saw it on a creator’s channel.
In other words, creators are your new marketing department.
What Creators Bring to the Table
Great creators generate likes (of course), and they also build relationships. They speak directly to audiences, answer DMs, and show products in real-life context. That means their recommendations hit differently. Like a friend texting you a link, not a billboard shouting for attention.
Creators also:
- Humanize brands through authentic storytelling
- Produce scalable content across platforms (hello, UGC!)
- Offer insight into niche audiences and subcultures
- Test and validate products in real time
- Build long-term loyalty, not one-time clicks
And because creators are often multi-hyphenates (think: photographer, editor, influencer, community builder), brands get a creative Swiss Army knife with every partnership.
What Brands Can Learn from the Creator Economy
The creator economy is shifting how people consume, and it’s changing who they trust. Traditional ads are easy to scroll past. The creator economy is shifting how people consume, and it’s changing who they trust. Traditional ads are easy to scroll past. Creator content stands out because it blends creativity with credibility; it connects before it converts.
That’s why the smartest brands aren’t treating creators as one-off campaign partners; they’re baking them into their business models. Creators are the new focus groups, art directors, and brand evangelists all rolled into one. They’re shaping product decisions, co-creating launches, and building cult followings before a brand even hits retail shelves.
So who’s doing this well?
Brand Examples That Get the Creator Economy
☕ Chamberlain Coffee
Chamberlain Coffee basically emerged from the creator economy. Launched by YouTuber Emma Chamberlain, the brand feels less like a traditional business and more like a natural extension of her content.
Everything from the branding to the product collabs mirrors Emma’s laid-back, offbeat tone — and her fans eat it up (or, in this case, sip it down). From GRWM vlogs to “make a matcha with me” TikToks, Chamberlain Coffee blends creator content into everyday rituals. No hard sell needed!
🫒 Graza
Graza made olive oil cool again (and TikTok did a lot of the heavy lifting). The brand embraced its squeezable green bottle as the star of countless creator kitchens.
Think recipe creators casually drizzling Graza, pantry re-stockers lining it up like a design object, or influencers giving it a shout-out mid-voiceover. Instead of polished ads, Graza bet on creators who actually use (and love) the product. Spoiler alert: it worked.
💄 Jones Road Beauty
When Bobbi Brown launched her new brand, Jones Road, she could’ve gone the traditional glossy ad route. Instead? She picked up her iPhone. The brand exploded on TikTok thanks to no-frills tutorials, “hot takes” on viral critiques, and creators demoing products in real time.
Even when the now-infamous foundation stick sparked internet controversy, Jones Road embraced the chaos. Reposting real reactions and creator reviews rather than pushing a corporate response. It’s proof that even legacy founders can win big by playing the creator game authentically.
🌿 Cadence
Minimalist, magnetic, and wildly photogenic, Cadence capsules went viral (not because of ads) but because creators couldn’t stop organizing their skincare into them. The travel accessory brand doubled down on UGC, curating a creator community that made organizing feel… oddly emotional?
Founders engaged directly with niche TikTok audiences (think ‘that girl’ aesthetic, packing hacks, and travel restocks) and made the product part of the content. That’s creator-led growth at its smartest.
What to Do (and What Not to Do) as a Brand
So how can your brand show up the right way in the creator economy?
✅ Do:
- Collaborate early. Loop creators into product development, not just launch day.
- Let creators speak in their voice. That’s what their audience loves!
- Think long-term. Relationship > transaction.
- Share the spotlight. Repost, tag, and uplift your creator partners.
❌ Don't:
- Script every word. Trust their creative instincts.
- Focus only on follower count. Relevance and engagement matter more!
- Expect overnight virality. Real community takes time.
Remember: creators know their audiences better than anyone. Treat them as creative collaborators, not just distribution channels.
Final Thoughts
The creator economy is a marketing trend, but it’s also a movement (and it’s not going anywhere!). Whether you're a legacy brand looking to stay relevant or a startup hoping to build trust fast, creators can help you do both with heart, authenticity, and viral reach.
But doing it right takes strategy. Finding creators who align with your mission, voice, and community is key. And if you need help building the right creator-led strategy (or agency support to scale it), you know where to find us → book a planning call with Breef. 🤝
