What Brands Can Learn from Emerging Creators: Learning From the Underdogs
In 2025, influence and impact can no longer be clearly understood by follower count, but about consistency, authenticity, and community. Aissetou Griffin, Senior Creative Strategist at UEG tells us why brands should focus on co-creating content with emerging creators who build loyal, niche audiences and value real connections over viral trends.
We’re living in the era of the algorithm, not the follow button.
In 2025, followers are becoming one of the least reliable metrics for predicting the impact of a creator’s content.
Most views on TikTok come from the For You Page – not the Following tab.
Instagram? Your followers might see suggested content before yours. And increasingly, audiences are tuning out macro-influencers who feel polished, privileged, and unrelatable.
So how can brands build real connection in an era of scrolling skepticism and content saturation? The answer lies in watching what emerging creators are doing – and how they’re doing it differently.
Embed Yourself in the Format, Not Just the Feed
Emerging creators don’t chase trends, they build formats. These repeatable, recognisable content structures create trust, loyalty, and long-term attention. Think: Max Klymenko’s Career Ladder, @diaryofahomedesigner deinfluencing, or the success of podcast ecosystems where only a fraction of listeners ever subscribe but still show up religiously.
Formats make creators sticky and when brands embed into those formats (rather than parachuting in with a one-off sponsored post), they become part of the rhythm of that audience’s daily scroll.
Brand takeaway
Instead of asking creators to shoehorn your brand into a one-time shoutout, explore ways to co-create content that builds into their format or series. Become part of the episode, not just the ad break.
Stop Trying to Be Cool – Embrace the Niche
Gen Z doesn’t want your watered-down version of what's trending. They want creators who show up as their full, unique selves. Look at Anthony from @HiddenGemsLondon, unironically geeking out over trees. Or @FayePlunkett zooming around joyfully on her scooter.
This isn’t cringe – it’s connection. Emerging creators are thriving because they lean into the hyper-specific, not the hyper-curated.
Brand takeaway
Instead of trying to co-opt Gen Z language and trends, back creators who are already owning their niche. Authenticity > aesthetic.
Fund the Passion, Not Just the Post
The new generation of creators aren’t just content machines – they’re community leaders. Many of them are asking: “How does this brand partnership benefit my people?”
Take DJ AG, who’s known for bringing his community together, giving back to care homes and platforming new artists. My hunch? He’s not just looking for a pay cheque he’s looking for brand partners who help him bring that mission to life.
Brand takeaway
Co-create campaigns that support your creator’s purpose, not just their content. Sponsor their events, fund their grassroots ideas, invest in what they care about that will give your brand message more credibility and impact than token gestures.
Chase Engagement Beyond the Comment Section
Here’s a secret: the most powerful creator conversations aren’t happening under posts – they’re happening in private groups.
Emerging creators are building communities on WhatsApp, TikTok Bulletin Boards, Discord servers; spaces where followers become true advocates. These are intimate, motivated, action-ready audiences that most brands ignore.
Take Paul C Brunson, whose huge podcast growth isn’t just coming from profile links but from direct DM drops. He’s harnessing ManyChat (or similar) to turn comments into clicks. Comment “X” and he’ll DM you the episode – simple, frictionless, effective.
Brand takeaway
Think beyond the grid. Explore direct-to-community platforms and ask creators how they’re nurturing their audiences privately – not just publicly.
Takeaway
The most exciting shifts in the creator economy aren’t coming from the top down; they’re bubbling up from beneath. Emerging creators are showing us that real influence today isn’t about follower count - it’s about consistency, authenticity, community, and value.
They’re not just chasing virality; they’re building trust. They’re not trying to be everything to everyone – they’re speaking directly to the people who get them. And in doing so, they’re offering a way in for brands that want to make a real impact.
