Creator economy: 'Media born on social networks already occupy an essential place'

Marco Thiollier, founder of OnTime and host of the DayTime podcast, shared insights on the creator economy, highlighting how social media personalities are transforming their channels into production companies. These creators, born on platforms like YouTube, TikTok, and Instagram, are now leading projects worth tens of thousands of euros and forming partnerships with various brands.

The growth of the creator economy has significant implications for social commerce, as these influencers are able to leverage their massive followings to promote products and services, driving sales and revenue. As the creator economy continues to evolve, it is likely that we will see even more innovative partnerships and business models emerge, further blurring the lines between entertainment and commerce.