Our monthly report series covering marketing’s most pressing issues.

View all Guides

The WARC Guide to brands and the creator economy

The full deep-dive deck into brands and the creator economy is exclusively available to WARC subscribers.

This WARC Guide provides a summary of new thinking and best practice on brands and the creator economy, including:

  • An overview of the creator economy and its origins
  • The importance of fandom and community in driving the creator economy
  • Lessons from creator-brand partnerships in gaming and esports
  • Key advice for brands wanting to collaborate with creators

Contributing articles

Free article

Overlook the clichés of the creator economy

Author Matt Klein
Company Zine

Free article

How emergent beauty platforms are offering creators more agency over their earning potential

Author Natasha Hulme
Company SEEN

Free article

Influencer brands aren't bulletproof - here are three times they've gone wrong

Author Sara McCorquodale
Company CORQ

Free article

New power dynamics equal new possibilities

Author Zoe Scaman
Company Bodacious / MCX

How influencers are exploring their income options

Author Alexander Frolov
Company HypeAuditor

What brands need to know about the rising creator economy in Asia

Authors Misaki Sato, Jeerapat Klinpayom and Sandra Lee
Companies AnyMind

Inside the rise of the gaming influencer

Author Bethany Bloch
Companies Mutant Communications

How brands can engage in the creator economy

Authors Jorik Houweling and Nthabi Kamala
Company VMLY&R

The impact of the creator economy on the next generation

Authors Nick Richardson
Company The Insights Family

Influencing the influencers: Exploring the creator economy in esports

Author Soraya Sobh

TikTok and the new dynamic between creators and brands

Author Trevor Johnson
Company TikTok

Strategies for effective live advertising

Author Yiru Wang, Zixuan “Mia” Cheng, Jianyu “Kerwin” Hao, Kirk Plangger, Colin Campbell and Sara Rosengren
Company State University of New York / King’s College London / University of San Diego / Stockholm School of Economics

What is a content creator?

Author Nicole Alibrandi
Company Mediakix

Author Q&A

With Matt Klein, Director of Cultural Strategy, sparks & honey

The WARC Guide playlist

The complete WARC Guide playlist of Q&As with expert authors.