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“Where do you get your information?” 

A question you hear often nowadays. News, entertainment, inspiration, advice - more succinctly –content. Where do you get it? 

The answer, now more than ever, is Creators. The concept of Creators dominating social feeds or screen time isn’t new, and the growth of their impact and trust over communities is well documented. The Creator Economy itself is massive with 200 million Creators worldwide, an industry valued at over $250 billion and according to Forbes, expected to reach a whopping $500 billion by 2027.

But 2024 was different. In 2024 we saw Creators impact the outcome of elections, crash Netflix, dominate the podcast industry, and not only be the face of major TV campaigns but direct and produce them as well. 

These moments that have not only defined the year but also reshaped the landscape of digital content creation. From groundbreaking deals to record-breaking achievements. In the span of 365 days, we have seen Creators build culture brick by brick and their impact is converting to dollars, subscribers, streams, pantones, vernacular and more.

This rapid expansion underscores an undeniable truth: Creators have become indispensable in the marketing mix. They’re no longer a supplemental tactic. If you want your brand to bridge cultural gaps and earn genuine trust, Creators must be at the heart of your strategy. They’ve become the gatekeepers to the communities that matter most to you, brand marketers. 

So, how have Creators risen to such significance – and why, specifically, do we think they have risen to the top in 2024? Some key moments: 

Election Influence and Engagement 

The roles Creators played in the 2024 US Presidential Election was historical, pivotal and cannot be understated. Creators like Joe Rogan, Theo Von and Alex Cooper used their platforms to engage millions of Americans in political discourse. Their influence extended beyond mere endorsements, as they facilitated discussions, hosted debates, and encouraged voter participation through a mix of long and short form content. There is no higher stakes moment than a political election, and when politicians place their bets on Creators to impact audience decisions, brands should take notice. 

Jake Paul’s Netflix Triumph

Jake Paul, a name synonymous with controversy and success, made headlines once again by amassing 60 million streams on Netflix for his latest project. For comparison that’s about 5x what major annual events like the Oscars, MLB World Series and the NBA finals draw and would place it in the top 10 of most watched sports events of 2024. This not only underscores his ability to captivate audiences but also highlights the growing trend of Creators transitioning into mainstream media with significant impact. 

The Launch of The Cannes Creator Track 

When Cannes announced earlier this year they would be launching a dedicated slew of awards and experiences dedicated to recognizing Creators, it did not go unnoticed. According to Forbes, “The launch of LIONS Creators represents a major milestone — the iconic Cannes Lions festival is going all-in on the Creator economy. By designing an entire experiential track dedicated to this space, it cements the pivotal role of Creators in the future of advertising, marketing, entertainment and culture.” 

MrBeast’s Unprecedented Milestone 

MrBeast, known for his extravagant challenges and philanthropic efforts, reached an astonishing milestone by surpassing the population of the United States in YouTube subscribers. His videos now frequently command viewership equal to or greater than the Super Bowl. This feat is much in part to his effort to extend his content across borders – providing a blueprint for Creators to maximize the impact of their storytelling. 

The Most Demure Year TikToker 

Jools Lebron was just a Creator making funny, semi-inspirational forward-facing videos when her ear-worm phrase “very demure” caught the internet by storm. Seemingly overnight, Jools had 54M views, got cast in a Verizon commercial and the world became endeared to the word. So much so, in fact, that Dictionary.com declared the noun “demure” their official pick as 2024’s word of the year. 

Alex Cooper’s Record-Breaking Deal 

In a year where podcasts had more that just “a moment”, Alex Cooper, the host of the “Call Her Daddy,” secured a monumental $125 million deal, solidifying her status as one of the most influential Creators in the industry. This deal not only reflects the value of her content but also signifies the growing recognition and monetization potential of Creator-driven media. 

TikTok Shop’s Black Friday Blowout 

TikTok Shop had an incredible Black Friday, pulling in over $100 million in U.S. sales—three times what it made last year. Engagement was through the roof, with shoppers tuning in to more than 30,000 live shopping sessions and billions of views on hashtags tied to the event. Creators stole the show, hosting nearly half a million live events and racking up over 660,000 hours of streaming including Stormi Steele from Canvas Beauty Brand making a jaw-dropping $2 million in one session. 

Kai Cenat’s Streaming Dominance 

In June, Kai Cenat set a North American Twitch record with 712,600 peak concurrent viewers during a stream featuring Kevin Hart and Druski. He has since gone on to surpass 500k paying monthly subscribers, and has hosted celebrities like Lil Uzi Vert, Snoop Dogg, Serena Williams, Chris Brown, and Kyrie Irving, blending entertainment, humor, and cultural moments. Kai’s platform has become a crucible for pop culture collisions. 

NIL and Collegiate Creators

In 2024, expanded Name, Image, and Likeness (NIL) rights revolutionized collegiate athletics. Student-athletes—especially women—capitalized on personal brands, building vast social followings and scoring lucrative endorsements. This shift created a new class of Collegiate Creators, merging sports stardom with influencer marketing. 

So why is it again that your brand isn’t working with Creators? 

A Creator’s superpower is the ability to articulate sometimes complex ideas, values, feelings, motivations in a way that resonates with their communities. Quite simply, the ability to get you to stop scrolling and say, “That’s what I was trying to say” or “That’s what I need”. This human level connection earns them trust and loyalty from their communities.

However, despite most marketers are still buying linear media – TV, OOH, print. of the spent annually is going to Creators, despite their dominance over access to the communities that matter most to brand marketers. 

Will 2025 be the year we start to see a shift in this imbalance of how advertisers are allocating their budgets towards Creators vs the power they unlock? One thing is for certain: Creators are here. They are no longer the “future”, they are the present of how you bridge culture and earn trust with communities that matter to you.

Tyler Vaught, Global Head of Creator Marketing.