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posted on Mar. 31, 2026 at 11:44 am

Does the creator economy need to tackle a credibility problem?

posted on Mar. 31, 2026 at 11:44 am

Ti22 Films' Reim El Houni says that for the creator economy to mature, it needs more than attention; it needs experience, credibility and leadership.

Reim El Houni, CEO, Ti22 Films on the creator economy

Reim El Houni, CEO, Ti22 Films

We are calling it the creator economy. But what we’re really witnessing is the attention economy.

A $250bn industry that Goldman Sachs predicts will nearly double to $480bn by 2027. Yet, for all its growth, there’s a fundamental gap that no one is talking about.

It is being built and shaped largely by people in their twenties and thirties. They have mastered how to capture attention, understand the algorithms, and know how to hook an audience within seconds. But is that enough?

Whilst they clearly know how to make a video go viral or win immediate engagement, is that a strategy that can last?

As a CEO who has had to learn how to grow my business, I was taught early on that building

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Tags:algorithms Attention Brands For Less content strategy creator economy credibility demographic documentation Engagement entertainment experience Goldman Sachs Insights Leadership Mohamed Al Hashemi Reim El Houni Ti22 Films Toufic Kreidieh Union Coop

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.