Creators who can teach and entertain at the same time aren’t just participating in the creator economy. They’re building the blueprint for where it's headed next.

Knowledge is a status symbol, especially for younger audiences. 71% of Gen Z follow creators who help them grow intellectually, according to Morning Consult. For them, “learning something new” is one of the top reasons to hit follow.

The creator economy, once defined by glossy feeds and sponsored posts, is quietly pivoting towards substance. Insight now matters more than aesthetics. Intelligence is becoming influence.

The creator economy is now a multi-billion-pound sector, with estimates placing its value at over £200 billion in 2025.

But while the early years rewarded relatability, mass appeal, and a good editing style, we’re now entering a phase where value creation looks very different. The creators gaining traction now are the ones who deliver something dee... See more