According to Audrius Minsevičius, founder and CEO of the influencer marketing and event agency swaY, 2026 is set to become a turning point for content creators.

After recently extending a partnership with L’Oréal Baltic, the agency leader shared insights into how the creator economy is evolving, and why brands are now expecting more than just visibility.

Organic content, he argues, is rapidly becoming a more influential marketing tool than traditional advertising. But as the market matures, brands are shifting their expectations: creators are no longer valued only for reach, but for their ability to generate measurable results.

From Follower Counts to Real Influence

“For years, creators were evaluated based on follower numbers and reach,” Minsevičius explains. “But with the rise of platforms like TikTok and formats such as Instagram Reels, that metric has become far less meaningful.”

Today, what matters most is:

• the uniqueness of the content,

• the value it brings to a community,

• and the alignment between the creator’s values and the brand’s identity.

As brands increasingly demand conversion and sales results, agencies are expanding their services. For swaY, this now includes not only digital campaigns but also live events, product launches, and integrated brand experiences.

“These formats create a much more genuine connection with potential customers,” Minsevičius says. “They allow creators to share real experiences, and audiences to engage with something authentic—especially at a time when AI-generated visuals dominate online spaces.”

In other words, people are starting to miss people.

“Sales are ultimately driven by human stories and real experiences,” he adds.

Building Transparency in the Creator Market

Last year, swaY also contributed to the development of the creator platform popular.lt, designed to strengthen transparency and professionalism across the Baltic influencer market.

According to Minsevičius, the platform reflects a broader shift in how brands and creators approach collaboration.

Creators want clear and convenient compensation models, while brands are searching for reliable partners who truly understand the product or service they represent.

Platforms like this help by:

• making it easier to filter and find creators,

• ensuring transparent payments,

• and encouraging professionalism and community within the industry.

They also help both sides better understand the real value of content.

A New Metric: Shareability

Another change lies in how content performance is measured.

One of the most important signals today is content sharing. Instead of simply liking or viewing a video, audiences increasingly send engaging clips to friends, colleagues, or family members.

Repeated resharing has become a strong indicator that the content resonated and stayed memorable.

Creators as Part of the Sales Funnel

Consistent work and strong personal branding are increasingly positioning creators as a real part of the sales ecosystem.

“Our goal is to align a brand’s aesthetic, audience, and message with the right creator,” Minsevičius explains. “We aim to build campaigns that intrigue rather than interrupt the viewer-images that stay in the subconscious.”

To achieve this, agencies combine experience with data-driven insights.

“Our aim is simple: help both brands and creators succeed financially. After all, that’s the ultimate goal of any business.”

The Return of Real-Life Experiences

Looking ahead, Minsevičius also highlights event-based marketing as one of the most promising directions.

Live interactions allow brands to better understand their customers, while creators gain authentic experiences they can share with their audiences.

“Today, a creator acts as a bridge between business and consumers, a true ambassador of their audience,” he says.

But this also raises the bar for events. Instead of large gatherings with dozens of loosely connected brands, the future lies in more focused experiences, stronger partnerships, and deeper storytelling.

“The industry should move away from superficial scale toward meaningful connections,” Minsevičius concludes.