The rapper Cro, fitness influencer Pamela Reif and model Lena Gercke are all also entrepreneurs and work with big brands. Collaborating with influencers can actually be worthwhile for startups – sometimes it even makes sense to participate, says an expert in the Gründerszene interview. picture alliance / Jens Niering, dpa, Eventpress / Collage: Dominik Schmitt
The creator economy is one of the fastest growing industries worldwide. A business world of its own has long since formed around YouTubers, influencers and gamers, which, according to… Forbeshas already exceeded the value of 100 billion US dollars by mid-2022.
Because creators are perceived by many people in their community as a kind of reference person, with whom users sometimes build close – albeit one-sided – relationships, they have become an enormously influential marketing channel. It’s not for nothing that influencer stars like Kylie Jenner sometimes receive more than a million euros for just a single ad post.
Creators as investors
One of the more recent developments in the industry is that many creators no longer only earn money through advertising, but are also increasingly investing directly in companies – as investors or even as founders. Alvaro Gellings says startups can now benefit enormously from this. He has founded several companies himself and is active as a business angel. To this end, he often works with creators. Most recently, among other things, he helped build Lanch’s business model. This includes building various creator brands. In May it launched Happy Slice – a delivery pizza marketed by YouTubers Knossi and Trymacs. More are to follow.