2026年趋势与洞察：塑造数字内容、创作者经济和营销的趋势、洞察与预测

tableof contentstable of contents S E N S O R Y S T O R Y T E L L I N G W I L L O V E R T A K EP R O D U C T - L E D C O N T E N T - P G 1 8 I N T R O : A D E C E N T R A L I Z E D C R E A T O RE C O N O M Y , A I , A N D C O M M U N I T Y - P G 4 C R E A T O R C O N T E N T W I L L R E F L E C T AS C A L E D - B A C K , S L O W E C O N O M Y - P G 7 T H E N E X T C R E A T I V E B O O M W I L L B EP O W E R E D B Y A I - P G 2 3 H I G H F A S H I O N W I L L S E T A S T A N D A R D F O RO T H E R S T O F O L L O W - P G 2 7 A M I D D L E E A S T M A R K E T E X P A N S I O N - P G 1 1 S E R I A L I Z E D C O N T E N T W I L L B E A W I N N I N GF O R M A T - P G 1 4 T R A D I T I O N A L M E D I A W I L L E V O L V E T O F I TC R E A T O R N E E D S - P G 3 0 tableof contentstable of contents B R A N D S W I L L T A K E A F F I L I A T E M A R K E T I N GI N T O T H E I R O W N H A N D S - P G 5 5 I N S T A G R A M W I L L R E G A I N I T S P R O M I N E N C EA F T E R T I K T O K ’ S P L A T E A U - P G 3 6 G E N X W O M E N W I L L S H A P E T H E N E X T W A V EO F C O N S U M E R C U L T U R E - P G 5 9 C C U L T U R A L I M P A C T W I L L O U T W E I G HF O L L O W E R S I Z E - P G 3 8 O U T R O : W H A T T O E X P E C T F R O M C R E A T O R -L E D M A R K E T I N G- P G 6 2 “ S O F T F O O D I E S ” W I L L P U S H T H EB O U N D A R I E S O N C O N T E N T C A T E G O R I E S -P G 4 4 I N S I G H T S F R O M S H O R T H A N D S T U D I O S - P G6 4 C O M M U N I T Y W I L L B E C O M E A N E W M A R K E RF O R B R A N D S - P G 4 8 introductionintroduction A DECENTRALIZED CREATOR ECONOMY, AI, AND COMMUNITY Now, more than ever, creators have a significant influence on ourculture, spending habits, and community. This is seen throughoutthe industry. As we head into 2026, creators will continue to takecenter stage in earnings reports, media, and culture. A moredecentralized ecosystem will give creators unprecedentedinfluence, shaping marketing trends as brands look to work withcreators beyond their niches and use new markers likecommunity to measure success. The creator economy is a mammoth. It grows bigger each year,with creators now rivaling traditional celebrity talent, entertainers,and even Hollywood studios. Creator ad spend in the U.S. is projected to reach $37 billion in2025, according to IAB’s recent creator economy ad spend andstrategy report [REPORT]. Fans are tired of the same product-forward approaches. Instead,serialized storytelling, sensory-led formats, and character-drivennarratives are helping creators connect with their audience. ”Creators have become the primary architects of culturalrelevance, and influence now sits with them and the communitiesthey build,” said Dan Weinstein, co-founder and co-CEO ofUnderscore Talent. introductionintroduction AI continues to capture attention (good and bad), especiallyamong creators. The conversation around AI has filtered its wayinto our everyday lives. For creators, it’s a gamble. Should theystay ahead of the curve, or could AI adoption damage therelationship with their audience? In 2024, creator advertising has more than doubled, from $13.9billion in 2021 to $29.5 billion in 2024 [REPORT]. Meanwhile, markets like the Middle East are experiencing rapidgrowth, opening up new global opportunities for both creatorsand brands in gaming and esports. At the opposite end of the spectrum, in-person events andcommunity-building efforts, both on and off platforms, are on therise. Brands are seeking out ways to tap into these unique spaces. This report spotlights the emerging trends and patterns shapingthe creator ecosystem. The insights are drawn from UnderscoreTalent’s internal experts across its talent management and brandand marketing divisions, and the creative creator services agency,Shorthand Studios, to inform content and marketing strategies for2026. Companies now recognize they can’t engineer connection on theirown. Instead, to really resonate with an audience, they’repartnering with creators on experiences and cultural moments. “Creators have becomethe primary architects ofcultural relevance, andinfluence now sits withthem and thecommunities theybuild.” — Dan Weinstein, Co-Founder &Co-CEO of Underscore Talent creatorcontentwillreflectascaled-back,sloweconomycreator content willreflect a scaled-back,slow economy Consumer spending is shifting toward affordableindulgences, those small, feel-good treats thatoffer comfort without breaking the bank.Historically, women have leaned into these “littleluxuries” during economic downturns, a behaviorfirst observed during the Great Depression. Today, that pattern is resurfacing and directlyshaping creator-driven marketing moments, suchas holiday gift guides and purchasing. creatorcontentwillreflectascaled-back,sloweconomycreator content will reflect a scaled-back, slow economy This season, 74% of Gen Z shoppers say they’re turning to influencers and social platforms for