Forget celebrity versus creator — it’s about the hybrid strategy in a $10B creator economy

The lines between a Hollywood celebrity and content creator are blurrier than ever, which is shifting the way agencies and brands approach influencer marketing.

In the current marketing landscape, it comes down to prioritizing the partner and most effective brand ambassador, according to influencer marketing agency execs. While there might have been a clearer distinction between working with traditional celebrities and betting on creators in the earlier days of influencer marketing, the business increasingly demands someone who understands both realms.

Take the confluence that happened at the Super Bowl, where Alix Earle and Addison Rae have appeared in ads. It wouldn’t have happened 10 years ago, said Sarah Gerrish, senior director of influencer and creator marketing at creative agency Movers+Shaker.

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