From Creator Economy to Creator Infrastructure

In this episode of Influencing Outcomes, the team explores two major signals that the creator economy is maturing fast: Accenture Song’s acquisition of Whalar and LinkedIn’s launch of its Creator Marketplace. They discuss why investors are increasingly backing creator-led businesses, the growing role of creators in B2B marketing, and the rise of AI-generated influencers as regulators begin demanding greater transparency. The episode also features a deep dive with Intender CEO Phil Ohren on the future of search, unpacking how TikTok, Instagram, AI platforms, and changing consumer behaviour are reshaping discovery. From social search and creator SEO to AI-driven context marketing, the conversation examines how brands, creators, and marketers need to adapt to stay visible in an increasingly fragmented digital landscape. Timecodes: (02:21) Accenture Song acquires Whalar: What it signals for the future of creator marketing (08:16) LinkedIn launches its Creator Marketplace and the rise of B2B creators (14:54) AI influencers, disclosure laws, and the future of digital trust (19:14) Phil Oren joins the podcast: How search is changing (22:55) Social search explained: Why TikTok and Instagram are becoming discovery engines (31:10) Creator authority, expertise, and the role of topical relevance (36:04) AI search, LLMs, and how brands should think about discoverability (39:19) Intent-based creator marketing and the future of creator SEO (44:38) Predictions for search, context marketing, and what comes next (48:51) Closing thoughts and key takeaways from the episode Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: ⁠⁠LinkedIn⁠⁠ | ⁠⁠Instagram⁠⁠| ⁠⁠TikTok⁠⁠ | ⁠⁠Youtube⁠⁠ Visit our website:⁠⁠ www.fabulate.co