Amelia Dimoldenberg celebrated 10 years of her YouTube show ‘Chicken Shop Date’ by inviting back her first ever guest, British rapper Ghetts.
In today’s dynamic content landscape, creators have evolved far beyond their digital origins. Once known as influencers, they are now shaping culture itself, becoming mainstream voices in entertainment, fashion, media, and more. Their real-time connection with audiences allows them to act as cultural barometers, offering brands invaluable insights into emerging trends while delivering authentic, unfiltered perspectives that keep brands relevant in an ever-changing world.
Beyond the Mobile Screen: Creators Enter Traditional Spaces
The growing influence of creators on popular culture is undeniable—and brands are taking notice. Take Italian luxury house Bottega Veneta, who invited viral sensation Jools Lebron (@joolieannie) to make her fashion week debut.
Creators are revolutionising the front row at Fashion Week with fresh, unexpected perspectives. For instance, Nara Smith’s vlogs gave viewers a behind-the-scenes look at Ralph Lauren’s show, where she watched her husband, Lucky Blue Smith, walk the runway. Meanwhile, Kit Price and Calum Harper used a GoPro to offer immersive commentary from the front row of Tommy Hilfiger’s ferry show, bringing a new POV to the world of high fashion. By offering these innovative, relatable viewpoints, creators are bridging the gap between exclusive events and everyday culture, leading cultural conversations instead of merely participating
Superior Engagement: The Power of Creator-Driven Content
Creator-driven content consistently outperforms traditional advertising by fostering deeper emotional connections and higher engagement. Olivia Neill’s (@olivianeill) collaboration with Peachy Den wasn’t just a standard influencer campaign—it was a cinematic short film inspired by The Devil Wears Prada. This kind of creative storytelling creates a personal, memorable experience that goes beyond conventional commercials, resonating more powerfully with audiences.
Blurring the Lines: Creators in Media and Entertainment
Creators are no longer confined to social platforms; they’re stepping into traditional media and entertainment roles. From starring in Netflix series to presenting at the Oscars and hosting major film premieres, creators like Amelia Dimoldenberg and Emma Chamberlain are at the forefront of this media revolution. They are blurring the lines between creator-driven content and mainstream entertainment, offering brands innovative ways to engage audiences through cultural disruption. Creators aren’t just guests in traditional media spaces—they’re becoming the storytellers.
Creator Entrepreneurs: Building Brands with Purpose
Some creators are moving from influencing to building brands of their own. REFY, founded by beauty creator Jess Hunt, and We Are Tala, launched by fitness creator Grace Beverly, are perfect examples. Both brands are community-driven, reflecting the authentic values of their creators, which is a key part of their success.
However, as creators become entrepreneurs, they must also take on greater responsibility. Lunchly, a new joint venture between YouTubers KSI, Logan Paul, and MrBeast, recently faced criticism for promoting high-sugar products to their young audience. This highlights the need for creators to ensure their brands align with the values of responsibility and transparency.
Key Takeaways for Brands:
1. Leverage Creators as Cultural Barometers: Creators provide real-time insights into audience preferences, helping brands stay relevant in an ever-evolving cultural landscape.
2. Creators Drive Superior Engagement: Their content is personal, relatable, and emotionally resonant—often more impactful than traditional advertising.
3. Expand Beyond Digital: Explore how creators can elevate traditional media and live events, amplifying brand reach across various platforms.
4. Embrace New Formats: With creators disrupting traditional roles, brands should experiment with fresh content formats such as creator-driven episodic content, short films, and live streaming, adopting an entertainment-first approach.
As creators continue to influence culture, brands must recognise their role as modern-day cultural leaders. The era of A-list creators is here, and they’re no longer just observing from the front row—they’re actively shaping the conversation.
