Despite our wishes to turn a blind eye, we live in a world increasingly dominated by digital content. But you only have to look at the surge in social detoxes and dumb phone adoption to see that society is reaching its limits.

With this, comes a shift in the landscape of the creator economy. The way we consume content is ever-evolving and therefore the stakes of engagement have also changed. Likes and followers might look impressive on paper, but their value diminishes when audiences seek, demand and expect more meaningful content from their feeds.

In this new creative economy, where culture, community, and influence intersect, the value creators bring is no longer just about the bottom line. Because authenticity, integrity, and representation are more important than simply having a large following. Success is rooted in shared identity, a sense of belonging, and creating an emotional connection. These are the essential factors creators must focus on to meet the progressive standards of engagement.

Our industry must not only understand and embrace these new terms of "creator currency" to create authentic partnerships, but brands and agencies have to learn how to behave in the space.

Respecting the community

In the UK, where diverse identities shape the cultural landscape, creators are crucial in ensuring that underrepresented voices are not only heard but honoured and celebrated.

These creators are not simply social media influencers or content producers; they are the custodians of their communities’ stories, traditions, and values. Their role is deeply rooted in protecting the authenticity and integrity of the narratives that define their cultural identity.

As cultural gatekeepers, they navigate a delicate balance between representing their communities in the digital space and managing the risks of commodification or exploitation by outside interests, including brands and advertisers. For these creators, their "currency" goes far beyond social media metrics or financial gain. It’s about cultural capital, trust, and the power to shape how their communities are seen and understood by a wider audience.

Cultural authenticity has become one of the most valuable creator currencies. Cultural gatekeepers provide brands and audiences with access to stories and communities that might otherwise be difficult to engage with authentically. Their influence comes from their deep understanding of their community’s needs, desires, and values — and from their ability to communicate these in a way that resonates deeply with both insiders and outsiders. So let them lead the way.

The importance of doing your homework

Their power also lies in their selectiveness. These creators are often highly discerning about who they work with, as their reputation within their community depends on maintaining the integrity of their narratives. This makes them valuable partners for brands but also requires a delicate approach to collaboration. This means understanding the historical, social, and cultural context of the creator’s community. Show respect and demonstrate a genuine desire to collaborate meaningfully. Know what matters to them and approach creators with existing cultural knowledge, rather than expecting them to educate you:

Social change: Cultural gatekeepers play a pivotal role in driving social change by using their platforms to challenge stereotypes, amplify marginalised voices, and push for greater inclusivity. They are trusted figures who help navigate cultural conversations, ensuring they reflect the needs and values of their communities, and advocate for progress on issues like racial justice, gender equality, and representation.

Community bonding: Gatekeepers foster a sense of belonging by preserving and sharing stories, traditions, and values that strengthen community ties. Through their work, they build spaces for dialogue, shared experiences, and collective identity, reinforcing a sense of pride and unity within their communities.

Actively contributing: Cultural gatekeepers don't just represent their communities; they actively contribute to their growth. Whether through advocacy, art, or education, they help preserve cultural heritage while pushing it forward, guiding how communities engage with the wider world while protecting their core values.

Cultural gatekeepers are more likely to engage in long-term partnerships that provide ongoing value to their communities rather than quick, one-off advertising campaigns. Brands should focus on building relationships that evolve over time, offering mutual benefits and contributing positively to the community’s culture.

When collaborating with a cultural gatekeeper, brands should avoid tokenism or superficial representations of culture and instead focus on genuine storytelling that respects the richness and complexity of the community’s identity.

Empower cultural gatekeepers by involving them in the creative process. Rather than dictating the terms of the campaign, brands should co-create with these creators, allowing them to shape the narrative in a way that resonates authentically with their community.

And if you are lucky enough to be handed an invite from a cultural gatekeeper?

Be authentic: Approach collaborations with genuine respect for the culture and values they represent. Authenticity means being real and not using culture as a marketing trend.

Have a positive impact: Ensure your engagement contributes positively to the community, whether through long-term partnerships or meaningful contributions that reflect the values of the gatekeeper and their audience.

Observe and learn: Take time to observe the cultural nuances, traditions, and values before engaging. Earning trust through respectful actions is key to gaining entry into the community.

While some argue that gatekeeping undermines the democratisation and access social media has brought, its purpose isn’t to exclude - but to preserve the values, traditions, and voices of communities that could otherwise be diluted by mass consumption. Rather than being elitist, gatekeeping protects the richness of culture, allowing it to thrive authentically in a digital age. Allow the community to define how their stories are shared and represented, avoiding appropriation.

By having the courage to let the community take the reins, a brand is more likely to reach its audience and foster genuine respect and acceptance.