Marketing: The creator economy will exceed $350 billion, and brands are now investing more and more in influencers
PHOTO ART: GEMINI AIThe creator economy has evolved from a passing trend into one of the most powerful sectors of the global digital ecosystem. According to theKantar BrandZ 2026 Most Valuable Global. . .
PHOTO ART: GEMINI AIThe creator economy has evolved from a passing trend into one of the most powerful sectors of the global digital ecosystem. According to theKantar BrandZ 2026 Most Valuable Global Brandsreport, the so-called creator economy is expected to surpass $350 billion by the end of the decade, fueled by social platforms, short-form video, artificial intelligence, and new ways of consuming digital content. READ ALSO. Global marketing spending will exceed $2. 1 trillion in 2026, driven by video, social media, and artificial intelligenceThe report states that influencers, streamers, podcasters, YouTubers, and content creators have become a core part of the advertising strategies of the world’s most valuable brands, transforming how companies build emotional connections with consumers. Kantar believes the explosive growth of this market reflects a structural shift in global communications: people increasingly trust digital personalities and online communities more than traditional advertising. Brands are investing more in influencers and content creatorsThe report reveals that 61 percent of marketers plan to increase their investment in influencers and content creators during 2026. Kantar explains that companies are seeking to capitalize on creators’ remarkable ability to capture attention, generate cultural conversations, and build close relationships with younger audiences. The consultancy notes that platforms such as TikTok, Instagram, YouTube, and Twitch have redefined the relationship between brands and consumers by enabling more immediate, emotional, and personalized interactions. The report also warns that the growth of the creator economy is taking place alongside the fragmentation of traditional media and the declining effectiveness of many conventional advertising formats. In this environment, influencers have become new cultural intermediaries capable of driving trends, purchase recommendations, and brand positioning. TikTok and YouTube fuel the creator economy boomKantar identifies TikTok and YouTube as two of the main drivers behind the global expansion of the creator economy. TikTok is highlighted as one of the most influential platforms in the digital ecosystem thanks to its ability to turn viral trends into worldwide cultural phenomena. According to the consultancy, TikTok’s algorithmic model has democratized content creation, opening opportunities for millions of users to build massive audiences without relying on traditional media structures. Meanwhile, YouTube continues to strengthen its position as one of the world’s most valuable platforms. The report notes that the brand grew by 89 percent over the past year, driven by digital video, creator monetization, and global online content consumption. Kantar explains that both platforms have successfully integrated entertainment, advertising, and digital communities into highly profitable ecosystems for brands and creators. The creator economy is redefining global marketingThe report argues that the most successful brands no longer limit themselves to launching traditional advertising campaigns. Instead, they seek to become part of cultural conversations led by digital creators. Kantar explains that influencer-generated content has the power to build emotional closeness and authenticity—two elements that have become essential in markets saturated with advertising. The consultancy believes companies have realized that consumers place greater value on recommendations and experiences shared by people they perceive as relatable or aspirational. This trend has accelerated the emergence of new business models centered on subscriptions, exclusive content, live streaming, social commerce, and the direct monetization of digital audiences. Emotions drive the success of digital contentOne of the report’s key findings is that emotions have become one of the most valuable assets for global brands. Kantar points out that only one-third of the associations people have with a brand are functional, while the rest are driven by emotions, experiences, and cultural connections. The creator economy has become especially powerful because it enables more authentic and human relationships between brands and consumers. The consultancy argues that the most successful creators are those capable of building digital communities based on trust, shared identity, and emotional affinity. As a result, many companies have begun prioritizing long-term partnerships with influencers who are culturally aligned with their brand identity. Artificial intelligence accelerates content transformationKantar warns that artificial intelligence is revolutionizing the creator ecosystem by making large-scale digital content production easier than ever. The consultancy explains that AI-powered tools can generate images, videos, voices, and social media posts much faster and at a lower cost, increasing competition for attention across social platforms. The report argues that this transformation will require brands and creators to place even greater emphasis on authenticity, differentiation, and emotional storytelling in order to stand out amid an overwhelming volume of automated content. Kantar maintains that genuinely human and culturally relevant experiences will become the primary differentiator within the AI-driven digital economy. The creator economy faces new challengesAlthough the creator economy continues to grow rapidly, the study also warns about issues related to content saturation and advertising effectiveness. Kantar reveals that only 27 percent of influencer-generated content actually helps build brand value. The consultancy explains that many campaigns fail because they prioritize reach or short-term virality instead of creating authentic, differentiated connections with consumers. As a result, brands are beginning to demand more sophisticated strategies and partnerships that are more closely aligned with their values and brand positioning objectives.