The two-tier creator economy means it’s time for brands to rethink their strategy
The creator economy is evolving, with a new tier of premium creators reshaping how brands approach these partnerships. Jamie Searle, CEO and founder at Snack Drawer, explains what brands need to know in order to make the most of this shift.
The creator economy is no longer the digital Wild West it once was, where brands and creators had to navigate clunky partnerships and trial-and-error strategies.
Over the 15 years I’ve been working in it, the creator economy has evolved from experimental to established. Creators have matured, platforms have diversified, and the ways brands measure success have shifted dramatically. The creator economy is now a sophisticated ecosystem with real rules, structures, and expectations.
There’s one thing that is striking about what’s happened over the past couple of years, what I classify as the emergence of a two-tier creator economy. This has been caused by the rise of premium creators, a distinct tier of professionals who treat content creation as a full-time career rather than a side hustle.
