#E179 – Creator Marketing in 2027: Shifts That Actually Matter

What if the biggest creator marketing shifts of 2027 have very little to do with the next platform, format or viral trend?

 

In this episode, Sanna Ödmark and Frida Ekholm look beyond the usual trend predictions to unpack the bigger changes reshaping creator marketing - and marketing itself.


Inside-the-creator-economy-no-text
PODCAST27 min | Season 12 | Episode 179
Play on Spotify

Creator marketing is moving closer to the core of how brands build relevance, creativity and growth. At the same time, AI is making content faster and cheaper to produce, raising the bar for what actually earns attention

As social platforms become more participatory again, the role of creators is evolving far beyond simply producing and distributing content.

We get into what these shifts mean in practice: from why creator marketing might start to disappear as a separate channel, to bringing creator expertise further upstream, building creative frameworks that work at scale, and understanding why more content doesn't necessarily mean more impact.

 

 

We cover:
27 min | Season 12 | Episode 179
Why creator marketing is becoming increasingly integrated into marketing itself
What “creator-first” actually means, and why it doesn't mean handing creators the strategy
Why AI makes human judgment, creativity and distinctiveness more valuable
How brands can balance creative freedom with strategic direction
Why social is becoming social again, and what the shift from broadcasting to participation means for brands
Ready to make your
NEW WEBSITE - Featured images
brand relevant?
let's talk
let's talk