How creators are reshaping startups with influence and capital

The creator economy is booming, valued at $250 billion in 2023 and projected to nearly double by 2027. Social media stars are increasingly moving beyond brand deals, turning their influence into entrepreneurship and investment opportunities. This shift is reshaping how startups gain traction and funding. Warner Bailey, founder of Assistants vs. Agents, has seen this change firsthand. His Instagram page has expanded into a newsletter, job board, live show, events, and even a book in progress. Bailey argues that creators now hold the power of distribution, allowing them to build their own products and services.

Other creators are following a similar path. Bullet Pitch, founded by Brett Perlmutter, has invested in 19 startups and manages nearly $10 million in assets. The firm hosts 'Influence Meets Venture' dinners, where creators can directly invest in early-stage companies. Perlmutter believes creators add unique value by de-risking startups and bringing attention, trust, and users—assets traditional venture firms often lack.

Creators investing in startups offer more than just capital. Their ability to attract attention and build trust can accelerate a company’s growth in ways that standard investors cannot. The trend shows no signs of slowing. As creators leverage their audiences to enter software, venture investing, and other industries, their role in business continues to expand. This evolution is redefining how startups secure funding and gain visibility in a crowded market.