GLP-1, AI and SaaS sectors aim to reshape the creator economy

The number of creators wanting to work with brands increased by 160% in the first quarter of 2026 compared to the fourth quarter of 2025. New categories like AI and GLP-1 demand teachers, scaling fields like SaaS are looking for high performers, and mature markets like beauty and skin care rely on stability and long-term collaboration.

April 15, 2026. A new analysis of over 22,000 brand collaborations billo appThe largest creator marketing platform in the US, shows that the creator economy is no longer operating as a single market. Instead, it is being divided into three distinct layers: emerging, scaling, and mature sectors.

According to the analysis, some of the key emerging sectors are AI and GLP-1-related, and they are driving education-based content. Scaling sectors like software-as-a-service (SaaS) are becoming performance-driven, and mature industries like beauty rely on long-term, repeatable manufacturer partnerships.

According to creator economy expert Donatas Smailis, CEO of Bilo App, these categories now require different marketing strategies.

“What we are seeing is that the maker economy is reacting in real time to new categories being created almost overnight,” says Donatas Smileys. “GLP-1 didn’t exist last year, and now, with AI, these areas are growing rapidly, while consumer understanding is still growing. This creates a clear role for creators: not only to promote, but also to explain and educate.”

Currently, AI is becoming its own creator-driven space, especially among B2B brands. Additionally, GLP-1, a class of drugs used for obesity and type 2 diabetes as well as general weight management, is rapidly expanding into the consumer-facing ecosystem with the market. is expected to increase From $73 billion in 2026 to $254 billion by 2034.

As these categories grow, brands face a gap: The products are complex, but the audiences are unfamiliar.

“We are moving toward creators who act as teachers,” says Smileys. “In AI, this means breaking down devices and use cases. In GLP-1, it’s about long-term experience, trust, and responsible storytelling.”

In practice, this creates different content models. Smileys shares that in AI, creators should focus on demonstrations and showing how tools work and where they fit.

“They act as translators between tech products and everyday users,” he says.

In GLP-1, the content is a mix of medical, lifestyle, and behavioral narratives. Creators are expected to balance personal experience with accuracy and confidence, often over long periods of time.

While new categories are still being formed, more established areas are growing rapidly. SaaS and technology companies are increasing investments in creator partnerships.

Here, the role of creators changes again – from explaining products to directly achieving measurable results. According to Meta Data, partnership ads (a format where both creator and brand handles appear on the same ad) delivered a 13% increase in click-through rates, a 19% reduction in cost per acquisition, and a 71% increase in brand lift, solidifying the move toward performance-based creator strategies.

Smileys sees Meta actively putting partnership ads into practice, making the collaboration obvious to the audience, and their effectiveness is driven not by reach, but fit.

“Partnership ads work because of relatability and credibility,” Smileys says. He added, “In categories like GLP-1 or AI, the creator must often have direct experience or professional expertise. Relevance is what drives results, it’s no longer about the number of followers.”

In turn, brands are attracted to more deliberate creator-brand matchmaking, especially in complex or high-trust categories.

Below data shows manufacturer applications increased nearly 160% quarter-on-quarter in Q1, leading to a sharp increase in manufacturer supply.

On the other end of the spectrum, beauty remains the most mature category.

Smileys says, “Creator marketing is built in here. Brands run always-on strategies, with recurring collaborations rather than one-off campaigns. Beauty has moved beyond testing.” “We are seeing long-term manufacturer relationships become the default.”

Even within this mature space, new subcategories are emerging. Hair care and scalp care trends are on the rise, creating space for new creators in an otherwise saturated market. At the same time, repeat advertisers continue to dominate, driving the shift toward sustained versus one-off campaigns.

“Different categories now work in fundamentally different ways,” Smileys says. “Overall, marketers should keep in mind that emerging sectors require primarily education-based content, scaling sectors require performance-driven solutions, while mature markets demand continuity.”

This shift is also creating new opportunities, particularly for B2B and tech-focused creators, where demand is growing faster than supply.

About Billo App

Founded in 2019, Billo is the leading UGC marketplace that connects brands with creators to create high-performing social video ads. It is based in San Francisco, CA, and is led by co-founder and CEO, Donatas Smileys. The platform combines the power of UGC content with a streamlined production process, helping brands drive brand awareness, drive traffic, and increase conversions with authentic creator videos on TikTok, Meta, YouTube, and other platforms.

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