Influencer marketing, once dismissed as a passing trend, has firmly established itself as a cornerstone of modern advertising. With the Cannes Lions advertising festival launching its first-ever Creator program this year, dedicated entirely to influencers and social media content creators, it’s clear that the creator economy is here to stay. Brands, agencies, and even traditional media are grappling with this new reality as influencers change not just how we advertise, but how we interact with brands altogether.

“The creator economy is now a key piece on the marketing chessboard,” says Joe Gagliese, CEO of influencer talent agency Viral Nation. “The disruption caused by creators is reshaping the industry, and brands are increasingly realizing that influencers are not just a trend—they are central to how marketing works today.”

A Two-Decade Evolution: From Viral Videos to Billion-Dollar Brands

The rise of influencer marketing might seem like an overnight success, but the shift has been two decades in the making. At the start of the 2000s, faster internet connections and the advent of platforms like YouTube and Twitter allowed everyday users to reach mass audiences. While early influencers built loyal followings through blogs and viral videos, the creator economy exploded when TikTok made content creation more accessible than ever before.

“Back in the early 2000s, becoming a content creator required expensive camera equipment and editing tools,” explains Richard Edelman, CEO of global PR firm Edelman. “Now, TikTok has democratized content creation, allowing anyone with a smartphone to become a creator.”

TikTok’s short-form, vertical videos created a new format for quick, impactful content, and brands quickly took notice. Today, creators like Munya Chawawa, who gained fame for his satirical news parodies during the pandemic, are the new faces of advertising. “I went from being a relatively unknown comedian to an influencer during lockdown,” says Chawawa. “Brands started seeing the value in authenticity, humor, and connection, which is what creators like me bring to the table.”

Trust and Authenticity Drive the Creator Economy

The success of influencer marketing can largely be attributed to one key factor: trust. In an age where consumers are increasingly skeptical of traditional advertising, influencers provide a more authentic connection between brands and their audiences.

“Trust is everything,” says Edelman. “We’ve seen a decline in trust toward large corporations, but influencers have filled that gap. Consumers feel a personal connection to creators who align with their values, making influencer marketing far more effective than traditional methods.”

A 2019 study by Edelman revealed that while consumer trust in brands had declined, trust in influencers was on the rise. Consumers now look to influencers not just for product recommendations, but as trusted voices who share their values and lifestyle. “I trust an influencer because they feel closer to me than a faceless brand,” explains one consumer in the study. “I know their values are like mine.”

Brands are taking this insight to heart, especially in how they choose influencers for campaigns. “Kids can smell a rat,” says Chawawa. “They know when someone is being inauthentic, and that’s why brands now understand the importance of working with influencers who align with their core values. It’s not just about numbers; it’s about fit.”

The Economics of Influence: A Booming Creator Economy

The financial impact of influencer marketing is staggering. Goldman Sachs estimates that 50 million people worldwide now work as creators, and the creator economy is projected to be worth $528 billion by 2030. In the U.S. alone, TikTok’s economic impact is estimated to contribute $24 billion and create 225,000 jobs.

“The numbers speak for themselves,” says Gagliese. “Influencers are no longer a side hustle—they are businesses in their own right, and brands see them as valuable partners.”

Compensation for influencers varies widely depending on their reach and engagement. Micro-influencers, those with between 5,000 to 50,000 followers, might charge as little as $10 per post, while mega-influencers with millions of followers can command upwards of $10,000 per post. Brands are willing to pay a premium for this kind of access to engaged, loyal audiences.

“While working with influencers may seem expensive at first glance, the ROI is clear,” says Jamie Gutfreund, a creator economy strategist. “Brands get more than just reach; they get credibility, trust, and the ability to engage with their target market in a more meaningful way.”

Challenges in the Creator-Brand Relationship

Despite its growth, influencer marketing has its challenges. The process of identifying, negotiating, and collaborating with influencers can be time-consuming for brands. Traditional ad agencies, used to working with established media companies, struggle to navigate the influencer ecosystem.

“The advertising industry wasn’t built to work with individuals like influencers,” explains Gutfreund. “Agencies are used to negotiating big deals with legal departments and established contracts. The creator economy is far more fluid, which can make it difficult for brands to execute at scale.”

Additionally, payment terms remain a significant issue. Many influencers, especially those working with agencies, are subject to payment terms that can extend to 120 days after a campaign. “It’s a real challenge for creators who rely on this income,” says Gutfreund. “Brands and agencies need to recognize that influencers are small businesses and should be paid accordingly.”

The Future of Advertising: More Human, More Personal

As the creator economy continues to expand, brands are finding new ways to integrate influencers into their long-term strategies. “We think influencer marketing will become the highest-value media a brand can buy,” predicts Gutfreund. “It’s not just about an influencer posting once; it’s about building a lasting partnership that feels authentic to both the brand and the creator’s audience.”

Influencer marketing is also pushing brands to rethink the way they engage with consumers. “Traditional advertising is about broadcasting a message,” says Edelman. “Influencer marketing is about having a conversation.” This shift is forcing brands to become more transparent, more local, and more relatable.

As more influencers enter the space, brands will need to be more selective about who they partner with. “The Wild West days of social media are over,” says Chawawa. “Brands need to understand the space, build relationships with creators, and invest in authenticity if they want to succeed.”

Influencers Are Here to Stay

The rise of the creator economy has fundamentally changed advertising. What started as a grassroots movement on platforms like YouTube and Instagram has now evolved into a billion-dollar industry that touches every aspect of marketing. As brands embrace influencer marketing, they must adapt to a new set of rules—where trust, authenticity, and personal connection are more valuable than ever before.

“Influencers have changed the game,” says Gagliese. “And they’re not going anywhere.”