Influencer & Creator Economy

• How Oner Active’s creator-led strategy evolved from founder influence into a scalable ambassador and community ecosystem
• Why long-term partnerships with aligned creators drive stronger trust, engagement, and conversion than one-off campaigns
• How Oner identifies, nurtures, and co-creates with talent to turn creators into brand advocates, not just media channels
• The role of creators in product development, storytelling, and performance marketing across the full funnel
• Key lessons for brands looking to build authentic, high-impact creator programs that scale without losing credibility

Creator marketing has entered a new phase—one defined by measurable ROI, scalable impact, and trusted partnerships. As brands shift budget from paid media to creators, leading brand programs are evolving from experimentation to operational maturity. Drawing on CreatorIQ’s latest State of Creator Marketing report, this session explores the trends shaping the industry, from measurement and AI to why brand fit now matters more than follower count.

This panel explores how the $250B creator economy has evolved from transactional partnerships to transformational brand-building. Discover how authenticity, community, and collaboration are reshaping the future of marketing and consumer trust.

• How are creators redefining brand relationships? Moving beyond paid posts to purpose-driven partnerships
• Understanding why real voices and creator-led communities are the ultimate currencies of trust, connection and commerce
• Exploring how emerging AI tools, social commerce, and platform shifts are transforming creator discovery, content production, and monetisation

• How different formats on YouTube serve distinct roles: Shorts for discovery, long-form for depth and storytelling, and live for real-time connection and community building.
• Why the most successful creators design content ecosystems that move audiences from casual viewers to loyal fans.
• Understanding how narrative, pacing and audience expectations change across short-form, episodic video and live formats.
• How marketers can collaborate with creators across multiple formats to drive awareness, engagement and cultural relevance without disrupting authenticity.
• Why mastering multi-format storytelling will define the next wave of creator-led entertainment and influence.

Gordon Glenister, Co-founder of Influencer Strategists shares brand new research based on over 80 academic studies to bring 7 major findings on the impact of influencer and affiliate content in Ai search.

The lines between content and commerce have blurred. Social commerce is booming, turning platforms into marketplaces where trusted creators shape purchasing decisions.

• Discover how creators are turning inspiration into conversion, redefining the buyer journey from scroll to sale
• Explore the power of shoppable content and how it’s reshaping platform algorithms, engagement, and ROI
• Assess how brands can build full-funnel strategies that merge storytelling, performance, and commerce
• Learn from real-world examples of brands and creators driving measurable growth through authentic, creator-led sales

While social commerce is often framed through shoppable content and creator-led conversion, the real opportunity lies in how creators shape culture- and how that cultural influence translates into commercial outcomes.

In this keynote, Jeremy Bierma, Senior Growth Marketing Manager at Tottenham Hotspur, explores how brands can move beyond transactional influencer campaigns to harness creators as drivers of cultural relevance, attention and demand.

Drawing on the unique dynamics of global sports audiences, Jeremy will share how brands can tap into cultural moments, creator influence and community signals to generate sustained commercial impact. Rather than focusing on programme mechanics, this session will unpack how influence flows through culture- and how brands can convert that into measurable revenue and long-term value.

Key Themes:

• How creators shape culture, attention and demand- not just conversion
• Turning cultural relevance into measurable commercial outcomes
• Moving beyond campaigns to influence-led, always-on ecosystems
• Using creators to amplify moments, narratives and brand relevance at scale
• Measuring success through revenue, impact and long-term value- not just engagement

Today, creators and micro-influencers are turning affiliate into a growth engine, blending trust, authenticity, and personalisation. From social media to data-driven campaigns, affiliate marketing sits at the intersection of commerce, content, and community, so how are brands redefining audience connection?

• Leveraging AI to optimise affiliates and maximise ROI
• Harnessing TikTok, YouTube, Instagram, and mobile experiences to turn engagement into conversions
• Integrating influencer reach with performance-driven affiliate strategies to create a full-funnel marketing approach
• Navigating cookieless tracking, first-party data, and cause-driven partnerships to drive results