If influencers are the new gatekeepers and authority within these digital channels, then they're going to command audiences. Advertising revenue dollars are going to flow towards them.
Goldman Sachs analysts highlighted influencer marketing spending as a primary driver of growth in the creator economy when they valued the industry at $250 billion last year.
Influencer marketing was a big focus among acquirers in 2024. It's a category that has a proven business model compared to some of the more experimental parts of the industry.
Companies also sought to expand globally by acquiring creator startups in new regions, which reflects the evolving landscape of the creator economy.
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