The considerations for brands looking to engage in the creator economy are not unlike those when dealing with influencers, but there are nuanced differences, a new WARC Guide explains.

Why it matters

A multibillion-dollar industry called the creator economy has built itself, seemingly overnight. As it booms, we should understand the role brands and advertisers play in a model powered by creators, not corporations.

Takeaways

• The creator economy is growing rapidly, with over 50 million content creators and a market size estimated at $104bn.
• Creators are exploring new ways of monetizing, enabled through emerging platforms like Patreon, Substack and...