Meta’s #CreatorConnections emphasized that creators aren't just part of your media strategy – they are the media. 

The Creator Economy continues to boom, and the way brands work with creators is maturing. So if you’re still thinking of creators as an add-on, it’s time to update that mindset.

The stats speak for themselves:

• 35% of all media consumed is now creator-led, and that number’s climbing.
• 79% of people have made a purchase after seeing a product on Reels.
• The Creator Economy is on track to hit $500B in the next two years.

Brands that treat creators as strategic partners, rather than content suppliers, will have the edge. You should also remember that creators know their audiences better than anyone else and thrive at the intersection of paid and organic content.

Trends that matter

Zehra Chatoo, Strategic Planning Partner at Meta, shared emerging trends that show how creators are shaping culture:

• Comment trends: Meta’s AI tools can help you analyze why people comment on branded or creator content, not just what they’re saying. Motivations are the hidden drivers of engagement.

• Gen Z search culture: Social media is the new search engine. Brands should tap into Instagram search data to stay ahead of trending topics and build creatives that resonate.

• Real-time culture: User-generated content (UGC) on Reels is growing in popularity. You can use tools in Meta’s business suite to see what is currently trending. Speakers from L’Oréal spoke on how they track trends, commission creators within 24 hours, and get content live within 48 hours to stay culturally relevant. 

Measuring impact

To show the true value of creator partnerships, Meta emphasized a full-funnel measurement approach:

• Brand lift: Structured testing is essential
• Direct Response Performance: Use conversion lift over simple A/B testing
• Search impact: Track search lift over time
• Organic to Paid flow: Followers to Reels to partnerships to paid campaigns – one cohesive brand story
  

Syncing organic and paid teams is non-negotiable, as consumers don’t think in channels, they experience one narrative. Keep your messaging aligned in order to ensure content drives the best results.

Influencer Marketing best practices

Creators thrive when brands work with them in close partnership, which means bringing them into your campaign process early on. Bring them into the ideation phase. Provide structure by making the campaign goals clear, but give them space to add their creative flair that their audience knows and loves.

Clear usage rights and agreements are also essential if you want your partnership to run seamlessly. Lock in alignment across your paid and organic teams early to ensure clarity on usage rights, partnership terms, and creative expectations.

With Meta, you should take a Reels-first approach. Prioritize strong calls to action, visible branding, and placement strategy from the start.

It’s clear that the Creator Economy is the new foundation of brand growth. As we head towards 2026, the most successful brands will be the ones that work with creators as true strategic partners, align cross-functional teams, and tell seamless stories across every touchpoint.

Our Chief Client Officer, Georgia Goodwin, and Head of Paid and Partnerships, Chandni Fokeer, were interviewed after the event about how they use Meta to supercharge client campaigns at Digital Voices. 

If you want to solidify your influencer strategy on Meta platforms, reach out to us at hello@digitalvoices.com.