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

The creator economy has evolved, shifting from one-off brand deals to involving creators in high-level positions such as the C-suite and advisory boards. A new trend is emerging where creators are being given the opportunity to invest as angel investors or receive sweat equity, allowing them to have a stake in the companies they work with.

This development matters for social commerce as it signifies a deeper integration of creators into the business world, potentially leading to more authentic and effective brand promotions. By having a financial stake, creators are more likely to be invested in the long-term success of the brands they partner with, which could lead to more sustainable and profitable collaborations.