Are Influencers Dying? Why Brands Are Spending Billions on the New Creator Economy

The Karel Show · Sep 2, 2026 · 1h 23m · transcript

Are Influencers Dying? Why Brands Are Spending Billions on the New Creator Economy

The era of the influencer may be ending—but influence itself is bigger business than ever. Social media has changed dramatically, and the creators who once dominated Instagram, YouTube and TikTok are discovering that simply showing off a fabulous lifestyle isn't enough anymore.

So what happened to the traditional influencer—and where did their audiences go?

Social media began as a place to share photos, friends and everyday life. Then came influencers: creators who attracted enormous audiences, landed lucrative…