The online creator economy's rapid expansion is fueled by billions in advertising dollars and a shadow industry of agencies, managers, and technicians. Traditional marketing giants like WPP and Publicis are acquiring influencer agencies, while new firms such as Screenshot Media help brands partner with creators. Shira Jeczmien of Screenshot notes advertisers spend "ungodly amounts" on paid media behind creator assets.
Brand deals now constitute about 80% of many creators' earnings, professionalizing an industry once seen as informal. Stephen Bartlett exemplifies creators taking stakes in endorsed products. Representation typically begins at 100,000 followers, with rates scaling dramatically.
Influencer tiers range from micro (1,000-5,000 followers) to macro (500,000-1 million), with payments from tens to tens of thousands per post. However, brands increasingly value authentic connections with smaller influencers over sheer follower counts. This piece is part of an FT series on the digital creator infrastructure and its multibillion-dollar backing.
Source: Financial Times Companies · Summarized by HeadlinesBriefing