Editor’s note: In this article, ADWEEK deviated from its style of using “Latinx” due to the writer’s preference to use “Latin.”
The creator economy is expected to nearly double over the next five years, growing from $250 billion today to an estimated $480 billion by 2027.
Creators are now everywhere, in all forms. Cannes Lions, once solely for advertising creatives, producers, and marketers, is now filled with content creators, ring lights, and aesthetic influencer dinners. The Webby Awards even introduced a category for creators this year, with 26 subcategories ranging from Best Meme Creator to Best Dance and Best Prank.
Creators are clearly here to stay, but not all creators are made equal. Those who make, build, compose, design, and innovate—not for social media, but out of pure creativity and dedication to their craft—are the ones that deserve more attention from marketers.
First, let’s clarify the differences between these two types of creators. A content creator produces and shares videos, blogs, podcasts, photography, artwork, or social media posts across digital platforms to engage, inform, or entertain their online followers. In contrast, the creators I’m highlighting—what I’ll call “craft creators”—are defined by their artistry, not by content creation, follower counts, or brand partnerships.
These are the musicians, music producers, painters, illustrators, tattoo artists, fashion and streetwear designers, stylists, furniture makers, chefs, and stand-up comedians who haven’t yet reached celebrity status and are often overlooked as influencers or content creators in typical marketing strategies.
My role has revolved around immersing myself in the world of Latin craft creators and connecting them with brands. My Instagram feed is essentially my work newsletter. Through this work, here are four reasons why marketers should invest in craft creators.
Pioneers of culture-defining trends
Craft creators are often the originators of what becomes influential and enduring in culture, shaping the trends we later see on social media.