Smaller Creators Will THRIVE in 2026
Smaller Creators Will THRIVE in 2026
In one of my last posts, I shared a prediction that sparked a lot of conversation: I’m predicting that in 2026 smaller creators will be leading the creator economy. And this isn’t some distant theory or a hopeful forecast of mine, because I’m already seeing a shift that’s already well underway. For those paying close attention, the signs are impossible to ignore.
After spending more than two decades working closely with brands, agencies, and creators/talent across every tier, I can say with upmost confidence that the industry’s priorities are changing. For years I’ve seen brands pouring the majority of their marketing budgets into creators with the largest possible followings, operating under the blind assumption that “following” alone = sales.
Time and again, I watched campaigns deliver impressive impression numbers while failing to generate meaningful ROIs. The gap between visibility and impact has become too wide to ignore. This is why so many brands have come to me for consulting and/or influencer casting such as Sezane, Estee Lauder, and Chopard to name a few.
I tell these brands until I’m blue in the face that influence isn’t measured by audience size, but by audience trust. Enter smaller creators who tend to cultivate deeper relationships with their communities because they are closer to them, more responsive, and more aligned with the values and interests of the people who follow them. Their recommendations are thoughtful rather than transactional, and their content feels human rather than overly polished. In a market where consumers are increasingly skeptical of anything that feels forced or performative, this kind of credibility carries real weight.
This is exactly why creators like Sam Hirschmann (a client of mine) has been able to build meaningful momentum (hello 40% increase in following in just weeks since working with me) without relying on going viral. She’s learned invest in clarity over scale, consistency over virality, and alignment over volume. Her audience trusts her because she knows who she is, what she stands for, and why she shows up up the way she does.
This shift is also the reason I am opening my Private Creator Lab in January. The lab is designed for creators no matter the niche who are ready to stop reacting to algorithms and start building with clarity and confidence. It is a hands-on environment where we focus on positioning, strategy, and sustainable growth rather than quick wins or surface-level metrics. The goal is to help creators leverage their current size as a strength, build authority before virality, and create systems that support long-term success. And the proof is in the pudding, take a look at creators from 5k to 5million followers succeed because of my fool-proof coaching.
There are only a few spots remaining, and this is very much an intentional choice. The creators who join will be those who are ready to lead rather than wait, and who understand that the future of influence belongs to those who build trust first.
If you have felt that 2025 required more effort for less return, this is not a sign that you are behind. It is a signal that the industry is changing, and that a different approach is now required. The creators who commit to clarity, consistency, and confidence in what they already bring to the table will be the ones shaping what comes next.
The future is already being built by smaller creators. The only question is whether you are positioning yourself to be one of them.
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XX Idalia