A generation of content creators is growing up, and so are the brand deals they’re being offered.
A recent WordPress VIP survey suggests 60% of U.S. consumers consider AI use in brand messaging a “turnoff,” and creators act as an authentic antidote to hyper-polished, surreal slop. Elder millennial and Gen X creators bring mortgages, burnout, parenting, health scares, and mid-career pivots into their feeds: real-life problems that are hard to fake and increasingly valuable to brands looking for credibility with older, higher-spending audiences.
Digiday spoke with two creators, two agency execs, and a creator platform executive about how content shifts as creators age, and how that shift changes their brand partnerships and overall output. While they were reluctant to share exact rates, their experiences reflect a broader move toward longer-term partnerships over one-off campaigns, and a renewed focus on grounded storytelling that builds community and drives engagement.
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