The Creator Economy’s Coming-of-Age Moment | Editor’s Letter

Even before the word influencer had entered the lexicon, there were predictions that the vast economy built around social media creators was a bubble on the brink of bursting. Surely, the argument went, it wasn’t sustainable to hand huge pay cheques to nobodies for work that anyone with a smartphone could do.

For just as long, the influencers have proven the naysayers wrong.

Social media marketing went from a cottage industry to a multi-billion-dollar global business. Content creators reached new levels of fame and industry acceptance, even launching brands of their own. Influencers’ combined earnings are projected to top $20 billion this year, according to eMarketer.

Today, there are few fashion brands that don’t dedicate at least a portion — if not the majority — of their marketing budget to creators, whether it’s through gifting, sponsored posts or collaborations. The influencers themselves have reached a new level of mainstream visibility: Just look at Alix Earle, who got her start making TikTok videos in her University of Miami dorm room, and is now about to debut her own reality series on Netflix.

But when, where and how those billions flow from brands to creators is changing, too. Shoppable links, the cornerstone of the influencer economy since the heyday of fashion blogging, is at the centre of a turf war that’s drawn in well-funded startups, global retailers and old-school media giants. Creators are increasingly asserting themselves, whether by speaking out against brand partners, or steering followers to platforms like Substack, Patreon and even OnlyFans where it’s easier to monetise their followings. Influencers now compete for attention not just with each other, but a flood of AI slop.

This week, we’re exploring all those changes — and what’s still to come — in a package of stories “The Creator Economy’s Coming-of-Age Moment.” It kicks off today with my case study, “The New Rules for Influencer Marketing,” which breaks down the stakes for brands and creators operating in the sector today, and how they can evolve with the market rather than being left behind.

Haley Crawford will explore the impact of AI, and how influencers can future-proof their careers as large language models offer an increasingly sophisticated alternative for shopping recommendations. Joan Kennedy is taking a look at the next generation of influencers as Gen Alpha enters their teens, amid a global backlash to children’s use of social media. Malique Morris is breaking down the creator economy by the numbers, from the share of the fashion marketing pie it represents to the shift to prioritising more intentional ways followers interact with content. At the end of the week, I’ll be back to break down why the term “influencer” still carries such a stigma, even as the industry’s biggest names gain the sort of star power typically reserved for traditional celebrities.

If creators represent any share of your marketing budget in 2026 — and based off the numbers we’re seeing, I am almost certain they do — you won’t want to miss a word.

Diana Pearl, Senior News and Features Editor