Are Creators Up to the Task of Their New Marketing Roles?

Creators are increasingly finding themselves with a strategic seat at the marketing table. Fuller shares an experience where, during a retail campaign shoot, her mind was constantly buzzing with ideas. She wondered if brands consistently involve creators in the conceptualization phase, rather than just post-development.

Wilson notes that creator engagement varies. Some are driven to build their own product lines and businesses, actively seeking strategic input. Others prefer to focus on creating content in their authentic voice. Recognizing and leveraging these differing strengths is crucial.

Walia emphasizes that audience proximity doesn't equate to business acumen. Building a sustainable brand requires a nuanced blend of artistry, cultural relevance, and commercial strategy. Harms concurs, stating that intuition alone isn't a strategy. Misunderstanding the distinction between catering to a specific audience and understanding broader market needs leads brands to wrongly blame creators.

As budgets tighten and CMOs face pressure for immediate results, Walia expresses concern that creator involvement might become a short-term tactic rather than a long-term strategy. While creators offer invaluable cultural and audience insights, they shouldn't be expected to substitute all other marketing and operational expertise.

With increased leverage, creators are better positioned to define their strategic involvement, even as brands seek deeper integration. Smart creators, not interested in direct consumer brand management, are building their own subscription revenue streams to avoid unfavorable opportunities, according to Harms. This is supported by data showing a significant portion of Gen Z is willing to directly financially support creators, enhancing their negotiating power.

However, experts caution that this new role doesn't guarantee an immediate income boost. Early in the year, influencer agents noted many influencers were open to consultancy roles without extra compensation, eager to be part of the creative process. This willingness to act as unpaid consultants alongside content creation, however, sets a potentially risky precedent.

Experts agree that creators must be compensated and prepared for the expanded responsibilities. Walia stresses the importance of brands not expanding a creator's role without commensurate changes in compensation, access, or authority. Advising on business strategy and sharing audience intelligence is fundamentally different from simply creating content.

A New Model

This shift towards paid collaboration opens the door for a new creator industry model, fostering closer integration between talent and brands. This can manifest as earlier involvement in the creative process, and potentially deeper partnerships like equity deals. While flat fees remain suitable for one-off campaigns, equity-based partnerships are expected to grow as creators increasingly adopt a business-owner mindset. An example is the skincare brand ESW Beauty, which has appointed influencers Katie Fang and Aliya Rachinski as its first creator equity partners, granting them an ownership stake.