The marketing landscape has fundamentally shifted. Traditional ads are losing their grip on consumer attention, while content creators are driving engagement, trust, and conversion at unprecedented levels. Brands that fail to adapt to this evolution are leaving money and relevance on the table.

Why Content Creators Matter

With more and more people turning away from television in favour of streaming services (Netflix, Amazon prime etc.) and instant entertainment ( YouTube, TikTok, etc) the need for content creators in the marketing world is growing! 

Younger audience's are turning away from traditional Tv with only 48% tuning in weekly and that number is dropping. This is a drop from 76% in 2018. A 30% drop in 7 years!

A Nielsen study found that 92% of people trust recommendations from individuals over brand, even if they don’t know them personally. Enter content creators. Whether it’s YouTubers, TikTokers, streamers, or Instagram influencers, these individuals have built loyal audiences that trust their voice far more than any traditional campaign.

The Numbers Speak for Themselves

Influencer marketing is projected to grow to £21.1 billion globally by 2026, according to Influencer Marketing Hub.

49% of consumers depend on influencer recommendations, per Digital Marketing Institute almost half the market share!

TikTok users spend more than 95 minutes per day on average on the platform (Statista, 2024), with creator-driven content making up the majority of viewed content.

A Sprout Social study indicated that 93% of 18-29 year olds and 94% of 30-49 year olds in the UK used YouTube. Overall, 82% of UK adult internet users use YouTube, with a slight increase since 2022, according to Ofcom

Brands earn an average of £5.20 for every £1 spent on influencer marketing (IMH, 2023).

Content Creators Build Trust at Scale

Creators don’t just push products, they create narratives. Whether it’s a beauty YouTuber explaining why a skincare product works, or a gaming streamer showcasing new hardware in a live unboxing, the content feels organic. Audiences listen because the relationship is built on authenticity.

Compare that to a paid a 30-second TV spot, there really is no contest.

Performance Over Vanity

Gone are the days when influencer marketing was just about likes and reach. Today's top brands focus on performance metrics like CPA, ROAS, and conversion rate and creators deliver.

According to Kantar, creator-led campaigns outperform TV ads in driving brand affinity by 89%!

Micro-influencers (10k–100k followers) often generate 60% higher engagement rates than celebrities with millions.

A Shift in Strategy

Smart brands are no longer thinking in terms of ads. They’re building creator partnerships. Instead a one-off promotion, Mid-term and long-term collaborations turn creators into brand advocates, often more effective than a full PR team.

For a fraction of the cost of a Tv ad, content creators can reach a guaranteed audience that they have an established relationship with. Trusted names and faces to a targeted audience.

The Bottom Line

Content creators aren’t just a marketing trend, they are the future of marketing. If your brand isn’t investing in the creator economy, you’re not just behind, you’re invisible.