Creator Economy Splits as Top Influencers Act Like Agencies, Smaller Creators Become Media Buys
· 2h ago · Originally reported by Digiday
The creator economy is dividing, with major influencers forming agency-like businesses while brands treat smaller creators as media placements. This shift mirrors traditional advertising strategies, with brands diversifying their spend across both large and small creators.
Why it matters
This matters because it signals a maturing influencer market, where ad buying strategies are becoming more sophisticated and resemble established media buying practices.
Explain it like I’m new here
Big influencers are like their own companies, while smaller ones are being used like ad spaces, just like TV or billboards.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Agency
An agency is a company that plans, buys, creates or manages advertising on behalf of advertisers, in exchange for fees, commissions or a margin on the media it buys.
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