Last week at CreatorIQ Connect Europe, the brightest minds in creator marketing gathered to decode the moment, define what’s next, and most importantly, share wisdom on how to do it all with impact and integrity. From legacy brands to indie powerhouses, EMEA strategies to AI innovation, one theme was clear: creator marketing isn’t just surviving—it’s leading.
We combed through every insight, quote, and “aha” moment from the day-long event to bring you the major trends and takeaways. Here's what stood out:
Across sessions, a major refrain was “think global, act local”—but now it’s less of a motto and more of a mandate.
Key takeaway: Real scale comes from regional fluency, not top-down templates.
“I think it's really important to realize that creator audiences are likely not confined to one country. There are many audiences that are split between the UK and the US and Canada, for instance. There are so many mixes that I see.
A lot of times I see kind of insular marketing calendars happening between nations, and that's not how it should go. I think that made sense in a pre-digital world where retail operated on different calendars and different product launches.But now with everything being on social and social first, I think it's a big mistake to assume that your audience is just from one country”
Across beauty, tech, and agency panels, one truth surfaced repeatedly: authenticity isn’t polish—it’s purpose.
Key takeaway: Authenticity is a strategy. Define it, align on it, and let creators bring it to life—with some breathing room.
“I think it is all about keeping it real. For me personally, I am looking for that authentic approach. I think the snappier content right now is the one that's hitting. People are thumbing very quickly and so for me, how do you get that incredible impact in the first few seconds of your content?”
Yes, AI was everywhere, but not in the “robots are coming” way. Instead, it was all about optimizing for human creativity—not replacing it.
Key takeaway: Use AI as your assistant, but let humans drive the relationship.
“AI, AI, AI. We're hearing it across the board in all different parts of marketing. Things are changing a lot, and I think it's the same thing too for creator marketing.
We really like exploring how far we can go when it comes to scale, when it comes to creative. What do people accept, what is too much? And I think we're in a really interesting time here to see where the limit is.”
If there was one truth that spanned TikTok trends, Snap strategies, and beauty launches, it’s this: conversion happens when you invest in community.
Key takeaway: Don't just build a brand. Build a place where people belong.
“ CreatorIQ is a great example of how you can do [community] at scale, because everything that you need is right there at your fingertips. So it's gonna be really great platforms like you guys that are prioritizing, how can we make it efficient, but still not lose the personal touches along the way so that creators don't feel like a commodity.”
From the looming impact of AI and regulation to shifting consumer behaviors, one thing is certain: creator marketing will lead the next era of brand building.
What worked yesterday might not work tomorrow. But if you stay curious, stay close to your community, and keep creators at the heart of your strategy, you’ll be ready for whatever comes next.
Thank you to all of our attendees, speakers, and partners for an incredible day of insights, inspiration, and honest conversation.
Let’s keep creating, together.
Want more insights from CreatorIQ Connect Europe? Listen to our Earned podcast episode with on-the-ground interviews from event speakers and experts here!