SK Business Roundtable 2024: From cheerleaders to creators, agency folks talk about the impact of the creator economy in 2024

From the evolution of monetisation strategies to the impact of AI and shifting audience behaviour, agency folks share their valuable perspective at the Social Ketchup Business Roundtable.

What drives the creator economy is not just the need for people to look at something to distract themselves. It is also the result of many who work tirelessly to make sure that the content produced by creators reaches the right audience. To understand this growing industry and how the entertainment industry has been benefiting from the same in 2024, Social Ketchup hosted a Business Roundtable with agency personnel and managers. 

We know that these folks understand the industry as they constantly make sure that creators benefit both creatively and financially, acting as a bridge between brands and other media outlets. To get more insight into their understanding of this industry, we spoke to leading experts shaping the creator economy to understand how 2024 was from their lens and the future they see. They share their insights on the challenges, trends, and opportunities shaping the industry. Moderated by Founder and Editor Mrinil Mathur Rajwani, this Business Roundtable saw Aarushi Sethi, Associate Vice President Pollen, Zoo Media, Akshay Bhatnagar, Co-Founder HYPD, Piyush Agarwal, Co-Founder CREATE, Dishant Sanghvi, Co-Founder WYLD and Siddharth Singhal, Head of Creator and Comedy Talent, Collective Artist Network on the panel discussing everything one needs to know about the industry. 

During the discussion, these folks talked about what their biggest win for the year were, what dominated this year, how creators gave more attention to the 'non-glamorous' side of the industry, and so on. They also elaborate on how creator-collaborated UGC ads became the hot take for the year and how creators have become smarter about their careers and future in the industry. From the evolution of monetisation strategies to the impact of AI and shifting audience behaviors, each panelist had valuable perspectives to share. 

Catch up on the entire discussion here!

Rock it served as the Beverage Partner for this roundtable.

What do you think the business of the creator economy was like in 2024? Share your thoughts with us in the comments below.