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

The creator economy has moved beyond one-off brand deals, with creators now being pulled into the C-suite and onto advisory boards, and a new phase is emerging where creators are getting into companies at the ground floor through sweat equity or angel investing.

This shift matters for social commerce as it indicates a deeper level of integration between creators and brands, potentially leading to more authentic and effective marketing efforts, and highlighting the growing importance of creators as stakeholders in the companies they promote.