As the creator economy matures, it’s hitting some bumps. Investors, marketers and influencers share how they’re navigating VC hype, building direct-to-consumer businesses and their shifting relationship with brands.

The creator economy — the industry of influencers, bloggers, videographers and anyone on social media monetising their online fanbases — is now 50 million strong, according to a 2020 report by venture capital firm SignalFire. Social media platforms want them, and brands and marketers want to work with them.