This article is part of our Vogue Business Membership package. To enjoy unlimited access to Member-only reporting and insights, our NFT Tracker and TikTok Trend Tracker, weekly Technology and Sustainability Edits and exclusive event invitations, sign up for Membership here.
Buoyed by the continued popularity of TikTok (despite a potential US ban), new social commerce capabilities and increasingly data-driven campaigns, the creator economy is estimated to be worth over $100 billion. But, the old playbook of paid product placements with celebrity influencers is falling out of favour, as digital marketing costs rise and consumers grow wary of sponcon.