This text is a part of our Vogue Enterprise Membership bundle. To take pleasure in limitless entry to Member-only reporting and insights, our NFT Tracker and TikTok Pattern Tracker, weekly Expertise and Sustainability Edits and unique occasion invites, join Membership right here.
Buoyed by the continued recognition of TikTok (regardless of a possible US ban), new social commerce capabilities and more and more data-driven campaigns, the creator economic system is estimated to be price over $100 billion. However, the outdated playbook of paid product placements with superstar influencers is falling out of favour, as digital advertising prices rise and shoppers develop cautious of sponcon.