CES 2026: Get More Out of Content Creators

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Even as technology constantly reshapes our world, carving the population into increasingly smaller digital bubbles, one thing remains constant: people crave connection. They want to connect with each other, with the real world, and yes, even with brands.  

This fundamental human need is precisely why content creators are more vital than ever, and why CES 2026’s C Space dedicated significant programming to topics like fandom and community. 

The consensus from the Content Creators track at C Space was clear: the true power of creators lies in their ability to forge genuine connections. So, as we look ahead, how can brands truly unlock the potential of the creator space? Where are the real opportunities, and how can we foster better, more impactful collaborations? 

1. Mine the Niches: The Power of Passion Plays 

For too long, brands have treated creators like mass-market media, trying to make them "all things to all people." But the real magic, and the real reach, is found in the niches. As Matt Sandler, GM-Creator Services at Amazon, wisely put it, "If you’re a creator, there is no niche too small. At the moment, the opportunity is not in mass market, the opportunity is master of your own domain." This is where passion thrives, and where authentic communities are built. Think about content for something like home gardening — it's not just about education, it's about joy and shared enthusiasm. 

Jennifer Weiner, Exec VP of Hello Sunshine’s Solar unit, echoed this, noting that Gen Z audiences are actively seeking community and to “have joy." Brands can find incredible success by understanding these specific needs, like providing financial education for Gen Z and Alpha, as Adam Faze, CEO of Gymnasium, suggested, or diving into the "fan-centric content for the obsessed" that Zehra Naqvi, Founder & CEO of Lore, champions. 

"Niche" isn't just about content. It's also about diversifying your digital footprint. Don't limit yourself to the usual suspects like Instagram and YouTube;, platforms like LinkedIn and Substack are gaining traction and have huge potential. 

2. Keep it Real (World): Beyond the Screen 

While digital connections are powerful, real-world activations are proving to be increasingly crucial. Gen Z, in particular, is on the hunt for "third spaces" beyond typical commercial venues. Naqvi highlighted this perfectly: "Nothing replaces human interaction, just mingling with one another." 

T-Mobile, for instance, invited lifestyle creators to their Club Magenta activations at concerts and events. This "show, not tell" approach allows consumers to see products in action, in a context where they can truly envision themselves using them. It's about meeting your audience where they are, both online and off, and understanding their behaviors in the real world.  

3. Trust the Creators: Authenticity Over Control 

One of the most critical shifts brands need to make is to truly trust the creators they partner with. Markus Frieske, General Manager of Social & Creator Marketing at Microsoft, emphasizes hiring individuals with creator backgrounds for content operations teams because they inherently understand the pacing and demands of this unique content. 

Brands must move away from overly restrictive creative briefs and the urge to control every step. As Adam Faze wisely noted, mimicking a creator's style won't yield authentic results. "It doesn’t matter how many videos a brand tries to make in the style that we make, it won’t come out as authentic."  

Authenticity is paramount. Creator Chloe Shih put it best: "Please, don’t give me more messaging." Brands and agencies need to align internally before reaching out, ensuring clear communication and a genuine collaborative spirit.  

4. Broaden Your Definition: Creators as Entrepreneurs 

Finally, it's time for marketing executives to expand their understanding of what a "creator" truly is. Brad Haugen, Exec VP of Digital Strategy and Growth at Lionsgate, challenges the narrow view of creators as merely "people who make things on the internet." He reminds us that figures like Walt Disney and Steven Spielberg were, in essence, creators. 

Creators are not just "talent" to market your product; they are often entrepreneurs, innovators, and potential collaborators on a much grander scale. By broadening our perspective, we can uncover opportunities to work with them in ways that go far beyond traditional product promotion, potentially finding the "next great filmmaker" or groundbreaking creative partner. 

By embracing these principles — mining niches, engaging in real-world activations, trusting creative autonomy, and redefining what a creator can be — brands can forge deeper, more meaningful connections with audiences. This is where intelligence truly becomes impact, driving growth and fostering communities in an ever-evolving digital landscape.