The creator economy is exploding and expanding, as influencer marketing gives way to real creator engagements and as more individuals start recording, writing and publishing for themselves.
However, some in marketing worry the sphere is also hampered by a lack of standardized practices and industry-wide benchmarks. How can such a dynamic industry navigate the intricacies of brand partnerships, authenticity, and the evolving relationship between creators, platforms, and advertisers?
The IAB’s recent unveiling of the Creator Economy Ecosystem Mind Map aims to address this question, offering a visual blueprint for the industry to coalesce around shared principles and foster more effective dialogue.
The creator economy revolutionizes consumer-brand interaction
“The creator economy is booming… yet, there are still no industry-wide, agreed upon standards, or creator best practices,” said Zoe Soon, VP, Experience Center, IAB, in this video interview with Beet.TV.
The Mind Map, she added, “is meant to be a visual reference guide for the industry that maps out the key players, the associated processes and strategies, and how they all interrelate.”
She said such an initiative is necessary because the creator economy is “said to be worth almost half a trillion dollars by the end of 2027” – a figure that recalls Goldman Sachs’ 2023 estimate.
The evolving landscape: Creators, platforms, and advertisers
Modern creators aren’t just about content. Many are evolving into virtual storefronts, facilitating seamless purchasing experiences through affiliate links and direct-to-consumer partnerships.
The lines between creators, platforms, and advertisers are blurring, with creators increasingly assuming the roles of independent creative directors and even full-fledged studios. The $100 million deal between MrBeast and Amazon MGM Studios exemplifies this trend, signalling a shift toward more strategic and collaborative partnerships.
“I think we’re going to see creators becoming the new studios,” Soon predicted. “As a result, there’ll be more like independent creative directors partnering with brands, rather than transactional… end of channel relationships.”
Professionalizing the creator economy
But the IAB wants to see higher standards and more structures in the space. With over 200 million paid creators worldwide, the industry’s most pressing priority, according to Soon, is professionalization. This involves bridging the knowledge gap between traditional media buyers and those specializing in the creator space.
Equitable pay, transparency, and creator representation are paramount. “A lot [of creators] don’t understand our industry,” Soon acknowledged, highlighting the need for greater inclusivity and education.
The IAB’s initiative to establish a Creator Economy Leadership board seeks to bring together key stakeholders, advocate for creators’ interests, and shape the future of this rapidly evolving landscape.
You’re watching Beet.TV coverage of IAB ALM 2025. For more videos from this series, please visit this page.
