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EMARKETER

Creator Economy Explainer

What to Know About Influencer Marketing, Creator-Founded Brands, Platform Changes, and More

Report by Jasmine Enberg  |  Mar 22, 2023
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Report
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Table of Contents
Executive Summary
What is the creator economy?
How much money is in the creator economy?
Is the creator economy cooling?
Who is a creator?
What are the top creator platforms?
What are some emerging creator platforms?
Are audiences growing tired of creators?
How are brands working with creators?
What’s behind the growth in creator-founded brands?
How is the role of agencies changing?
What does all this mean for marketers and agencies?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
The creator economy has permeated nearly every industry and redefined how people think about making a living. But the landscape is changing, driven by shifts in relationships between the key stakeholders.
Topics
Influencer Marketing
Social Media Usage
US
Table of Contents
Executive Summary
What is the creator economy?
How much money is in the creator economy?
Is the creator economy cooling?
Who is a creator?
What are the top creator platforms?
What are some emerging creator platforms?
Are audiences growing tired of creators?
How are brands working with creators?
What’s behind the growth in creator-founded brands?
How is the role of agencies changing?
What does all this mean for marketers and agencies?
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

Even amid slowing investment, the creator economy is thriving. For marketers, understanding the changing dynamics between creators, brands, audiences, agencies, digital platforms, and vendors will be critical in 2023.

Key Question: Who’s who in the creator economy, and how will the market evolve?

KEY STAT: The number of creator-focused startups increased by 550% between 2021 and 2022, but VC investment has plummeted.

authors

Jasmine Enberg

Contributors

Evelyn Mitchell
Analyst, Digital Advertising & Media
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Debra Aho Williamson
Principal Analyst
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