At CES 2025, the State of the Creator Economy panel illuminated a significant shift in how businesses are integrating creators into their strategic frameworks, moving beyond mere marketing tools to being seen as essential partners in driving business growth. This evolution reflects a growing demand for authentic connections between brands and consumers.
Kenny Gold, Managing Director at Deloitte Digital, opened the discussion by asserting that the traditional view of creators as simple advertising vessels is outdated. “When your corporate structure does not include the voice of the customer, it doesn't include the perspective of the people who are out there, every single day, dealing with your customer base or audience,” Gold stated. He emphasised the need for creators to be included not just in marketing discussions but also within the higher echelons of corporate management. “The creator does not just live in the world with the CMO. The creator lives in the world with the C-suite,” he said. Gold highlighted the necessity for company leaders, including CEOs and CFOs, to recognise the impact of creators on business strategies.
Jules Terpak, a digital culture analyst, echoed this sentiment, advocating for the inclusion of creators in advisory capacities within businesses. She pointed to the recent trend of social media platforms forming advisory boards that include creators, allowing those who know the platform best to provide invaluable insights into its future direction. “A lot of creators want to be integrated into the platforms that they're utilising every day, and to help those be better for the future,” Terpak explained. She remarked that the experience and autonomy creators bring can significantly enhance the relationship between brands and their audiences.
Gold further pointed out that partnerships with creators should not be limited to short-term campaigns. “Deloitte recently did creator economy research, and creators are seeking long-term deals—they know their value of being embedded in a company,” he noted. He encouraged businesses to involve creators in internal discussions, suggesting that their attendance at meetings could foster advocacy for the brand.
The panel also explored the changing landscape of storytelling within marketing. Terpak highlighted the influence of notable creators such as Taylor Swift, noting, “The best entertainers today do world building.” Swift’s unique ability to engage her audience through intricate narrative elements serves as a model for brands looking to connect meaningfully with consumers. Terpak attributed this creativity to the accessible tools that have emerged for content creation, such as CapCut and Opus Clip, which empower fans to create and share their own modifications to the original content.
As the panel discussed the future of the creator economy, Adam Wescott, CEO of Mind Chatter Media, LLC, brought attention to the trend of mergers and acquisitions within the creator space. He mentioned significant deals such as Influential’s acquisition by Publicis for $500 million and Later’s purchase of Mavely for $250 million. “You have a lot of small creator economy companies doing things well,” Wescott stated, suggesting that these smaller firms, when integrated into larger portfolios, can enhance collective capabilities and reach.
Gold forecast a growing emphasis on metrics to assess the effectiveness of creator partnerships. He predicted, “We are going to see the first universal metric to judge impactful success of the creator economy, and in turn, it's going to drive pay equity within the Creator economy, which is very important right now.” This development aims to establish a clearer understanding of the return on investment in creators, paralleling established metrics used in traditional advertising.
The insights presented by the panel at CES 2025 highlight a pivotal moment for the creator economy, illustrating an evolution that positions creators as integral to business strategy and ongoing discussions about engagement, authenticity, and measurable success. As organisations continue to recognise the value that creators bring, the dynamics of traditional business practices are anticipated to shift further in the coming years.
Source: Noah Wire Services