Creator Economy Surges: Affiliate Marketing Boom, Evolving Partnerships, and Compliance Challenges

In the past 48 hours, the creator economy has shown clear signs of rapid growth, intensified competition, and changes in both business partnerships and consumer engagement. One of the biggest developments is the continued surge in affiliate marketing revenue, which doubled for creators between 2021 and 2024, reaching 1.1 billion dollars. Experts now estimate that the creator economy as a whole has surpassed 500 billion dollars in value, marking a tripling in scale compared to recent years. This rapid market expansion is driven in large part by brands such as Walmart, which report exponential growth in their creator affiliate programs. Walmart now works with tens of thousands of creators, both large and small, to promote products in new and trusted ways. At the same time, B2B marketers are shifting strategy as 60 percent plan to increase their spending on creators, social media advertising, and AI tools in 2025—a major leap from previous years.

A critical trend has been the move toward long-term partnerships instead of brief, transactional influencer deals. For example, Hepmil Philippines’ collaboration with Jollibee launched an always-on influencer program built around storytelling and cultural resonance, resulting in 42.5 million views and nearly half a million direct engagements within five months. The focus across the industry is on creative freedom for creators, which has proven more effective and efficient than traditional ads.

However, the industry still faces challenges around regulatory compliance, especially related to transparency in paid partnerships. There has been a notable increase in cases of creators flouting FTC disclosure rules, with a tension between maintaining authentic audience relationships and satisfying legal requirements. Although some creators now prioritize full disclosure to maintain trust, others remain reluctant, worried it might damage their image.

In terms of competitor movement, consolidation is emerging as both established platforms and new tech entrants jostle for position. AI-driven tools for analytics and creation have also become major differentiators in the space, further fueling competition.

Compared to earlier periods, there has been a pronounced shift to data-driven, always-on creator programs, larger brand spend, and greater community-centric strategies. Leaders in the space are adapting by investing in better support and measurement for creators while balancing new compliance needs with creative authenticity.

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Episode Transcript

Speaker 1 (00:00):
In the past forty eight hours, the creator economy has
shown clear signs of rapid growth, intensified competition, and changes
in both business partnerships and consumer engagement. One of the
biggest developments is the continued surge in affiliate marketing revenue,
which doubled for creators between twenty twenty one and twenty
twenty four, reaching one point one billion dollars. Experts now

(00:21):
estimate that the creator economy as a whole has surpassed
five hundred billion dollars in value, marking a tripling in
scale compared to recent years. This rapid market expansion is
driven in large part by brands such as Walmart, which
report exponential growth in their creator affiliate programs. Walmart now
works with tens of thousands of creators, both large and small,
to promote products in new and trusted ways. At the

(00:43):
same time, B to B marketers are shifting strategy, as
sixty percent planned to increase their spending on creators, social media, advertising,
and AI tools in twenty twenty five, a major leap
from previous years. A critical trend has been the move
toward long term partnerships instead of brief, transactional influencer deals.

(01:03):
For example, Hepmel Philippines collaboration with Jellaby launched an always
on influencer program built around story telling and cultural resonance,
resulting in forty two point five million views and nearly
half a million direct engagements within five months. The focus
across the industry is on created freedom for creators, which
has proven more effective and efficient than traditional ads. However,

(01:28):
the industry still faces challenges around regulatory compliance, especially related
to transparency in paid partnerships. There has been a notable
increase in cases of creators flouting FTC disclosure rules, with
a tension between maintaining authentic audience relationships and satisfying legal requirements.
Although some creators now prioritize full disclosure to maintain trust,

(01:50):
others remain reluctant worried it might damage their image. In
terms of competitor movement, consolidation is emerging as both established
platforms and new tech entrants CHOSTL for position, AI driven
tools for analytics and creation have also become major differentiators
in the space, further fuel and competition. Compared to earlier periods,

(02:10):
there has been a pronounced shift to data driven always
on creator programs, Larger brand spend and greater community centric strategies.
Leaders in the space are adapting by investing in better
support and measurement for creators while balancing new compliance needs
with creative authenticity.