What’s Next for Creator Marketing?
6 Takeaways from Marketing Brew’s Creator Marketing Conference
Last week, I attended Marketing Brew’s Navigating the Future Business of Creator Marketing event in NYC. It brought together marketers, platforms, and creator agencies to talk about where the creator economy is headed and what’s actually working when it comes to brand partnerships.
From emerging platforms to evolving best practices, the conversations were packed with insight. Here are a few of my biggest takeaways:
1. LinkedIn is just getting started
There’s still a ton of white space for creators on LinkedIn, especially in the B2B world. LinkedIn has hired talent from other social media platforms specifically to cater to creators, and the platform is actively building out its capabilities here, including monetization, better analytics, and smarter content delivery.
TL;DR: If your brand or your execs are thinking about building a presence, now’s the time. You’re not too late.
2. Creator content is starting to boost search
Google recently began indexing creator content, including videos, from Instagram. That means partnerships with creators don’t just connect you to their audience – they can also help you show up in search results.
Why it matters: Instagram campaigns can now support your organic search and SEO strategy. This is going to be even more important as AI search evolves.
3. Small moments can have big impact
The buzzword here was “microvirality” – when a piece of content goes semi-viral within a highly targeted audience. Think niche financial experts with loyal followings, or local influencers activating a specific geography.
The takeaway: It’s not about mass reach anymore. Brands are leaning into more focused, high-trust creator partnerships to hit very specific audiences.
4. In-person is back (and it works)
Creators are loving in-person activations again, and so are their followers. One agency mentioned that live experiences often generate multiple rounds of content before, during, and after an event. Even something as simple as hosting a creator at an IRL brand experience can lead to authentic engagement that lasts.
LinkedIn webinars were mentioned as surprisingly effective, especially when paired with personalized outreach (like execs inviting key prospects directly).
Pro tip: Combine digital and in-person experiences to get more out of both. Let creators bring their audience along for the ride.
5. Think long-term, not one-off
There’s a real shift happening away from single sponsored posts and toward ongoing relationships. Creators want to feel like partners, not billboards, and brands are starting to invest in those ambassador-style relationships more seriously. One stat that stood out: 73% of senior marketers globally are increasing investment in creator partnerships this year.
Bottom line: The best results come from long-term collaborations where the creator really gets the brand and vice versa.
6. Let creators do what they do best
This one came up again and again: if you’re going to work with creators, you have to give them creative control. The best-performing content is usually the most authentic, and that means trusting the creator to speak to their audience in their own voice.
The advice: Don’t micromanage. You’re hiring a creator for their style and connection with their audience. Respect that, and the content will perform better.
Final thoughts
Creator marketing is maturing fast. Between platform changes, evolving content formats, and shifting audience behavior, it’s clear we’re entering a new phase. But one thing hasn’t changed: the best partnerships are the ones rooted in trust, shared values, and a willingness to experiment.
There’s real opportunity here for financial brands, especially when it comes to credibility, community, and content that works across platforms. Whether you’re building a creator strategy or just starting to explore the space, now’s a good time to lean in.
