In 2026, as brands and creators navigate an increasingly saturated digital landscape, a clear pattern has emerged: in the rush to prove ROI and optimise for algorithms, the industry has lost touch with the very thing that built it: creativity.
At CreatorFest 2026, I sat down with nutritionist, cookbook author, and Epitome founder Emily English (@emthenutritionist) alongside Sasha Jeppesen, Head of Influencer and Creative at social agency Charlie Oscar. Together, they unpacked why creator content feels stale, how brands can rediscover their nerve, and why the future of the creator economy lies in intellectual property rather than short-term growth hacks.
The Death of the 'Influencer Kool-Aid'
"I think for the creator industry as a whole, we've been trying to fight for our seat at the table for over a decade in terms of being more credible and improving ROI," explains Jeppesen. "What that has led to is that we lost a lot of our creativity along the way. Everything started to feel the same, and we were churning out the same campaigns. That was our big realisation: we needed to strip back and go back to what we knew."
Content fatigue affects creators just as severely. While many feel pressured to pivot toward viral trends to maintain algorithmic momentum, English argues that chasing short-lived virality is ultimately a trap.
"Viral trends don't actually serve you; they serve the trend," says English. "You have to stick to your strategy and the core reason why you're creating and why people come to you. In my case, it's just rinse and repeat: food you want to eat, designed by a nutritionist."
Returning to Basics: Three Pillars for Brands
To break out of the echo chamber, Jeppesen stresses that brands need to reconfigure their approach and align on three fundamental best practices: clear strategy, measurement, and content redistribution.
"Once you have those foundations in place, especially around measurement and understanding what influencers do for your bottom line, you can fight for more investment and speak the board's language," Jeppesen adds. "Don't let guardrails limit your creativity; let them push it further. When a brief lands on your desk, pause and ask: how can we actually do this differently?"
Synergies, Emotion, and Soft Content
When it comes to brand partnerships, flexibility often yields the strongest creative output. For English, the most successful campaigns stem from organic alignment rather than overly prescriptive guidelines.
"Most of the brands I work with are naturally fitting anyway, like Le Creuset or Marks & Spencer," English shares. "They are brands I incorporate naturally into my content, and that is where the gold lies. But if we are doing a more unique partnership, a good brief is key because I still want to reflect the brand properly. It is all about balance and synergy."
When asked how creators can stand out in an overcrowded market, English's advice focuses on human resonance rather than technical gimmicks.
"The best content makes people feel something," English emphasises. "Whether it makes them feel inspired, laugh, or feel hungry, tap into human emotion. When you create with actual human wants and desires in mind, your content will be far more successful."
Looking ahead at content formats over the coming months, English also predicts a shift away from glossy, high-production staging toward "less produced, softer, and more comfort-led content."
Looking Ahead: Creator IP and 2027 Horizons
Where is creator marketing heading over the next 12 to 18 months? Both English and Jeppesen agree that the next major frontier is Creator Intellectual Property (IP). Rather than relying solely on sponsored posts, top creators are building distinct brand empires, while agencies and mainstream media look to leverage these.
"Influencers have finally earned their seat at the table; we don't need to prove ourselves anymore," Jeppesen states. "The exciting part now is asking how we can grow beyond the digital realm. It's about creator IP and entertainment."
Addressing Charlie Oscar's latest industry report, Jeppesen calls for a grounded reality check across the sector.
"We didn't want to release another report full of boring data that retouches the same points. We wanted an opinion piece that says: guys, we need to go touch some grass for a minute. We need to ground ourselves back in reality. This industry was built on creativity, not just growth optimisations and hacks."
While algorithm changes and platform shifts will remain a permanent fixture through 2027 and beyond, English is clear on the ultimate key to longevity.
"Creators will always continue to battle against the algorithm as the way we consume content changes," English concludes. "The ongoing challenge for creators is learning how to adapt while staying true to themselves."
