Shaping the Future of Creator Marketing

Creator marketing is one of the fastest-growing areas of UK advertising, but with growth comes the need for collaboration, clearer standards and fresh insight. Having helped the industry navigate emerging channels such as mobile and podcasts, IAB UK is now turning its focus to creators, launching our Creator Compass report. We hosted a breakfast event to guide key leaders in the industry through the next 12–18 months. 

The rise of the creator economy 

Elizabeth Lane, Head of Insights at IAB UK, shared highlights from the new report. Today, 1 in 4 people in the UK are creators in some guise, a figure that sits above the global average, and the creator economy itself is forecast to reach $2.6 billion by 2030, growing at an annual rate of up to 40%. Meanwhile, 1 in 5 UK consumers follow creators online, with growth increasingly being driven by older demographics rather than younger ones. The research underlines that creators should not be seen purely as influencers, but as brands in their own right, valued for their authenticity, loyal audiences and cultural relevance. 

Regulation and best practice 

Transparency remains a cornerstone of creator marketing, with the ASA and CMA enforcing disclosure rules and consumer protection. The CAP Code – including the #ad requirement – is now globally adopted, but speakers agreed that brands need more support to follow the rules effectively. Industry initiatives such as ISBA and IMTB’s influencer marketing code of conduct are helping to set out best practice. 

What’s next for creators? 

Looking ahead, Elizabeth pointed to three key trends: 

• Nano-creators: smaller creators with 1–1.5k followers are tapping into highly engaged audiences
• Live shopping: creating urgency and authenticity, with brands like Boots already experimenting
• AI in creator marketing: from digital personas to matchmaking tools, AI is reshaping how creators and brands connect 

In a nutshell, the research shows that creators should be seen not just as influencers, but as brands in their own right, valued for their authenticity, loyalty and cultural relevance. 

From influence to impact: the panel 

A panel discussion featuring Will Marsh (Goat Agency), Henry Porpora (SULT) and Alice Gray (Meta), hosted by Grace Andrews (The Social Climber), took place to discuss best practices, challenges and opportunities.  

Key takeaways: 

• Integration is essential: creators need to be involved early, with clearer structures across paid, organic and creative
• Respect creator autonomy: authenticity comes from giving creators freedom to engage their audiences
• Measure beyond clicks: ROI can be proven using brand lift, incrementality and conversion, but requires a holistic view
• Transparency on pricing and rights: clear agreements on usage rights and benchmarks help avoid wasted spend
• Creators as businesses: the relationship is becoming mutual; brands need creators, and creators need brands to scale 

Closing thought 

As the Creator Compass shows, creator marketing has moved beyond influence: it’s now about impact, integration and measurable value. With creators shaping how audiences consume and connect, the time is right for the industry to come together and build the standards needed for sustainable growth.