"It's more money, more problems,"
"Creator marketing has come from afterthought to mainstage."
"Now, whenever we talk with the head of marketing or the CMOs, and people that are working on other marketing channels, they want to be sure that everything is interconnected,"
The creator economy has shifted from niche to a core component of marketing strategies, driven by agency deals, mergers, and rising brand investments. U.S. influencer marketing spending is forecast to exceed $10 billion, with large advertisers reallocating significant social budgets and scaling influencer partnerships. Influencer marketing is evolving into a planned, measurable media channel used for both performance and brand objectives. Marketers now demand interconnected measurement across channels and clearer ROI attribution for influencer-led campaigns. Creators are expanding roles beyond content into live events, podcasts, and broader brand integrations, prompting infrastructure and scalability challenges.
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