Empowering individuals through creator-led commerce: Albert Makoeng’s perspective
Johannesburg – How is it that a staged boxing match featuring a YouTuber can attract nearly as many viewers as the Super Bowl?
Recently, Jake Paul and Mike Tyson generated a whopping $60 million from a Netflix event that drew 120 million viewers, leading to overwhelming demand that caused the platform to struggle.
This moment underscores a significant transformation in how media is consumed over recent years.
To anticipate trends in 2025, we need to reflect on the past.
Then: Television, print, and radio were the primary channels for information.
Now: Social media, YouTube, and podcasts have become the leading platforms for influence.
For decades, the process of demand generation was predictable: brands set the agenda, controlled the stories, and invested billions in traditional advertising to grab the attention of consumers.
However, traditional media consumption, such as TV viewership, has entered a pronounced decline.
The heart of this disruption lies in the internet’s rise and the explosion of online content, yielding entirely new advertising possibilities.
Social media has paved the way for highly targeted advertising, attracting an ever-growing share of advertising budgets, as we transition into a new era where creators are responsible for building audiences to generate demand.
In this emerging “shared economy,” adaptability will lead to success. Those who hold tightly to outdated models risk obsolescence.
At Webfluential, we’ve been closely monitoring the trends within the creator economy, and creators and marketers should, too.
Here are the key creator trends to watch for in 2025:
- Creators as the new titans of demand
Then: Demand and influence were dictated by corporate-controlled media through conventional networks.
Now: Creators generate massive demand, far surpassing the reach and impact of traditional media.
We are witnessing the end of corporate-driven demand and the emergence of creator-led influence. For instance, Tucker Carlson’s first show after leaving Fox on X attracted 120 million viewers, a stark contrast to his Fox News audience of only 4 million.
Beast, a leading creator today, boasts a following larger than the audiences of Reddit, Pinterest, and X combined.
- Trust and authenticity are the new currency
Then: Brands crafted narratives through polished, conventional advertising.
Now: Creators shape the narrative with authentic, relatable content that resonates more profoundly with audiences.
In an age plagued by misinformation, audiences yearn for authenticity. They seek the truth from trusted individuals rather than detached corporate marketing messages.
Micro and nano influencers are flourishing because they provide what brands often cannot: genuine human connections.
These creators, regardless of their niche followings, hold immense sway because their audiences trust them.
In today’s landscape, trust is invaluable.
- The decline of one-off deals
Then: One-off influencer arrangements with minimal long-term collaboration.
Now: Genuine partnerships where creators have a stake in the success of the brand.
Brands that believe they can simply “hire” creators for posts and expect conversions are missing the point.
Creators are no longer satisfied with transactional relationships; many are building their own brands as well (which we will discuss next).
Smart brands are evolving by providing creators with stakes in their success. In this shared economy, both brands and creators can thrive together.
- The surge of creator-backed brands
Then: Well-established brands led new product launches through massive marketing budgets.
Now: Creators are introducing products that challenge the status quo and compete with corporate giants.
Take Logan Paul’s Prime Energy Drink as a prime example. According to the venture capital firm Social Capital, the drink achieved $1.2 billion in sales within a year, while Monster Energy took 12 years to hit that milestone.
What explains this success? Logan Paul doesn’t just promote a drink; he commands the loyalty of the audience consuming it. By leveraging their audiences, creators are rewriting the commercial playbook and launching brands that outperform established corporate players.
MrBeast’s Feastables snacks disrupted the candy industry, even impacting Nestlé’s stock price.
MrBeast’s manager, Reed Duchscher, shared on LinkedIn a video highlighting the key to Feastables’ success: “We don’t have customers, we have fans.”
- New agencies shaping the future
As creators gain more power, new agencies are emerging to connect them with brands in innovative ways.
These intermediaries are facilitating entire product lines for their clients through collaborations with manufacturers, empowering even small businesses to compete with the giants.
Imagine a niche cereal brand teaming up with a creator to take on a titan like Kellogg’s? In the shared economy, strategic thinking outweighs size.
Creators – not corporations – are defining the future
The creator economy is not a passing trend; it’s a reality that’s here to stay. This represents the future of demand generation, built on collaboration, trust, and mutual success.
Creators, now is your opportunity to engage authentically with your audience – and marketers, it’s time to embrace a fresh perspective.
As a global community, we must embrace the shared economy rather than resist it.
Because the power has shifted back to the people, for the people – and creators are showing us why.
*This article was written by Albert Makoeng, Managing Director of Nfinity’s influencer division, overseeing two of Africa’s leading creator brands, Webfluential and theSalt. The opinions expressed by Albert Makoeng do not necessarily reflect those of The Bulrushes.