During times of change, creator representatives are more valuable than ever. AI is scary for creators. Is it a replacement? Is it a tool? We all know the answer is “it’s trying to be both,” but creators need to know where they fit in this new world of AI Slop on hyper-efficiency. And in times like these, they need a capable industry expert to help guide them through the next stage of their career.

Influencer marketing global spend is growing fast. $32.55 billion. That’s how much will be spent on influencer marketing in 2025. Compare that to the $24 billion spent in 2024, and we start to understand the opportunity.

Most influencer marketing spend is spent sub-optimally. I’m obsessed with looking at influencer marketing campaigns from other companies, those I didn’t work on, then trying to unpack their tactics. And the answer is usually: they don’t have them. They’re shout-outs in videos, often asking the audience to click a link-in-bio or use a shortcode for a discount on their website, and…that’s it. And that sucks. That means there’s a lot of room to, dare I say, 10x impact on all of this spend. And I think that’s conservative.

Platforms are launching a lot of stuff. AI deepfake recognition on YouTube. Trial reels on Instagram. Bulletin boards on TikTok. There’s a big secret the best reps know: new features are generally highly algorithmically preferred, and creators who embrace the heck out of them on day one will benefit. Reps who can unpack a new feature, build a strategy, and get their creators on board will look like superstars.

There have never been more great ways to monetize. We’re no longer in an ads/brand deals/affiliates world. Merch is easy. TikTok LIVE is a cash cow. Link-in-bio sites are cracking the monetization code. Figuring out how to stack value for your creators can deliver day-one benefits that make you indispensable to them.

Inboxes are a nightmare. AI has ruined e-mail outreach. Anyone who lives in a creator’s inbox knows it. The amount of spam is untenable. The only realistic way to reach creators anymore is either through AI inbox management (robots fighting robots) or having a capable rep that industry members can contact.

Networking with other market movers is easier than ever. Thank you LinkedIn! Anyone is one post comment or an InMail DM away from a real conversation. But there are also weekly creator economy meet-ups in Los Angeles, online conferences, and Slack groups where you can talk to real spenders, growth experts, and creators at any time of the day.

Personal brand building has never been eaiser. Thank you again, LinkedIn! But also e-mail services like beehiiv and Substack, hyper-specific FYP algorithms like TikTok that allow B2B to stick out, and easy video production software like CapCut and Edits make it simpler than ever to share your thoughts with your industry peers.

There’s so much talent out there. Every kid with a phone is learning how to be a filmmaker. The second they make their first TikTok they’re learning how to tell stories, frame shots, edit for pace, and capture clear audio. I didn’t start learning this stuff until I took my intro to video class at University of Michigan. Sometimes I’m overwhelmed by how many great creators I run into online in a given day, especially as a fan of comedy (the amount of great stand ups these days is astounding).

Everyone wants to be a creator. Over half of Gen Z want to be content creators. In the past two months, since officially launching Stealth Talent, I’ve talked to comedians, models, dentists, scientists, carpenters, plumbers, Fortune 500 executives, early-stage start-up CEOs, pundits, podcasters, and reality stars. They all want a pathway to social media success. The market is huge and expanding.