5 Things to Know Before Adding Creators to Your Cap Table, According to Investor Jaclyn Johnson

“You cannot structure a creator relationship around assumptions, follower counts, and good vibes.”

BY CRISTINA MONTEMAYOR, FREELANCE WRITER

The creator economy is valued at approximately $310 billion in 2026, with projections estimating growth to between $480 billion and $500 billion by 2027. As marketing and customer acquisition costs continue to surge, founders are looking for ways to get their product in front of the right audience at scale. For some founders, getting creators onto the cap table is the answer........

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