From brand deals to equity deals: creators want a stake, not just a fee

A recent trend in the creator economy is the shift from brand deals to equity deals, where creators want a stake in the company rather than just a fee. This change is driven by creators who want more control and ownership over the content they produce and the brands they partner with. The move towards equity deals is happening in the US, where creators are increasingly seeking more substantial and long-term partnerships with brands.

This shift matters for social commerce because it indicates a growing desire for creators to be more invested in the brands they work with, leading to more authentic and engaging content. As creators take on more ownership, they are likely to produce higher-quality content that resonates with their audiences, driving sales and revenue for the brands they partner with. This trend is expected to continue, with more creators seeking equity deals and brands adapting to meet their demands.