Katie Feeney Is Just The Beginning: Why Media Must Embrace The Creator Generation

The definition of a media personality has changed. In the past, on-air talent earned their spot after years in local TV, radio, or print, slowly building credibility before being trusted with national coverage. Today, a new wave of talent is skipping the slow climb. They are building audiences on social media, cultivating influence on their own terms, and now, making their way into legacy institutions.

Katie Feeney is the blueprint.

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The New Era Of Sports Journalism Starts On Social

At just 22 years old, Katie Feeney has redefined what it means to be a sports personality. Her journey from TikTok to ESPN is not just a personal success story. It is a signal to the media industry, brands, and advertisers that the next generation of fans are not just watching TV. They are watching creators. For brands seeking authentic connections with younger audiences, Katie is the perfect match, aligning her content and values with those of her partners.

Katie started gaining traction on TikTok during the pandemic, posting lifestyle content that quickly evolved into college football behind-the-scenes videos when she arrived at Penn State. She brought personality to a space typically dominated by official press passes and locker room access, offering creator-led storytelling at major sports events like the Super Bowl. But she did not wait for a network to discover her. She built her own following: 14 million across TikTok, YouTube, Instagram, and Snapchat—and turned it into a business before even graduating. By 18, she had made her first million dollars and formed an LLC. Influencer content played a key role in building her audience and differentiating her from traditional media, as her posts were more personal and engaging. By consistently posting fresh content, Katie maintains high visibility and engagement on social media platforms, ensuring her audience stays connected and invested.

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Scrolls Before Sidelines: Reinventing Access And Authority

Katie signed a contract with the Washington Commanders during her freshman year. She became the team’s official content creator, using her voice and perspective to bring fans into the locker room and behind the scenes. She humanized the players. She added energy and authenticity. And most importantly, she earned trust from both her audience and the teams she worked with. By sharing authentic content and exclusive access, Katie helped grow and engage the team's fan base, fostering a stronger connection between the organization and its supporters.

Now, ESPN has made it official. Katie has joined the network as a content creator and on-air talent. She is now the face of SportsCenter on Snapchat and will also cover Monday Night Football and College GameDay. With her presence on multiple platforms, streaming content has become a key part of her strategy to reach wider audiences and enhance the viewing experience for fans.

This move is not just a job title. It is a media moment. Katie is not reporting the story. She is part of it. And ESPN’s willingness to embrace a creator as a central figure shows that even the most traditional players in media understand where the culture is headed.

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Why Legacy Industries Cannot Ignore the Influencer Marketing Industry

Katie’s success is not a coincidence. It is a direct reflection of how people consume media today. Modern audiences, especially younger ones, are not interested in perfectly polished broadcasts that feel disconnected. They are looking for content that feels personal, authentic, and made with them in mind.

This shift is especially important when considering the impact and influence of Generation Z. According to recent reports, Gen Z holds approximately 450 billion dollars in global spending power and accounts for around 40 percent of all consumer spending. In the United States alone, they represent 30 percent of the population and nearly 27 percent of the workforce. That means they are not just another demographic. They are already a dominant economic force.

Their media behavior reinforces this influence. Gen Z spends an average of three to four hours each day on social platforms like TikTok, YouTube, and Instagram. More than 70 percent of them discover new products through creators, and nearly 68 percent trust influencers more than traditional celebrities when it comes to product recommendations.

This is a generational shift that every industry must take seriously. Sports, fashion, tech, finance, beauty, healthcare, and entertainment are all experiencing the same disruption. Young consumers trust creators to interpret, translate, and recommend with cultural fluency that traditional advertising cannot match. To maximize the effectiveness of influencer marketing strategies, brands should start by defining clear campaign goals, which will guide both influencer selection and messaging.

Katie Feeney’s work is proof that this shift is already happening. And brands that are ready to evolve can tap into new growth by aligning with the voices that already speak to tomorrow’s customer. Selecting the right influencers is crucial to ensure campaign success and foster authentic connections with target audiences. When working with creators, researching influencers is essential to ensure alignment with brand values and to avoid reputational risks. Brands of all sizes can benefit from these partnerships, but small businesses in particular can see significant results by partnering with influencers who have dedicated and engaged followers.

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The Trust Shift: Why Creators Lead The Conversation on Social Media Platforms

The sports industry is experiencing a profound transformation as social media platforms become the primary stage for conversation and influence. Today’s sports fans are no longer just passive viewers—they are active participants, engaging directly with their favorite athletes and social media influencers. This shift has propelled the influencer marketing industry to the forefront, as more brands recognize the power of influencer collaborations to reach their target audience in authentic and meaningful ways.

In the modern sports world, trust is currency. Fans are far more likely to believe in a product, event, or message when it comes from someone they follow and admire on social media, rather than from a traditional advertisement. This is why more brands are investing in influencer marketing, seeking out the right influencer whose values and personality align with their own. The result? Increased brand visibility, stronger fan engagement, and the ability to promote events to entirely new audiences.

Influencer collaborations are now a cornerstone of sports marketing, allowing brands to tap into the loyal communities built by creators. Whether it’s a behind-the-scenes look at a major game or a personal endorsement from a beloved athlete, these moments drive conversation and shape the narrative across platforms. In this new era, the most successful brands are those that understand the power of social media and the influential voices leading the sports industry forward.

At the center of this shift is trust. For decades, traditional institutions held the power to influence culture. But today, influence flows where attention goes. And attention belongs to creators.

Audiences follow influencers not just for product recommendations but for their lifestyle choices, behind-the-scenes access, and unfiltered opinions. That level of consistency and relatability builds a bond that mainstream marketing has struggled to replicate. High engagement—measured by comments, interactions, and loyal audiences—is a key indicator of an influencer's effectiveness and authenticity.

When creators endorse a product or cover a story, they do it with built-in credibility and often promote products through authentic and relatable content. This is why creator-led reporting is resonating. It feels closer, more human, and often more honest. It removes the filter and gives the audience a sense of participation. Low engagement, on the other hand, can signal a lack of authentic connection or the presence of fake followers, undermining the credibility of creator-led reporting.

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The Creator Effect Across Industries

There are a few ways brands can leverage creators for success across industries. While Katie Feeney’s story is rooted in sports, the creator wave is transforming every industry. In finance, creators like Humphrey Yang are simplifying investing and budgeting for younger audiences. In travel, voices like Ciara Johnson are reshaping what representation looks like in destination content. In fashion and beauty, creators continue to be the driving force behind transparency, inclusivity, and community-building.

What unites these industries is their openness to evolve, offering endless opportunities for those interested in sports marketing and related fields. The ones that succeed are not the ones who chase every trend but those who empower creators to shape the message alongside them by developing a comprehensive influencer strategy to maximize impact. Partnering with smaller creators, such as nanoinfluencers and microinfluencers, can also provide cost-effective and authentic ways to reach niche audiences and achieve specific marketing goals.

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What Industries Must Do To Adapt

The lesson here is clear. Industries that want to stay relevant must build systems that allow creators to participate meaningfully, not just as marketing assets but as editorial and strategic collaborators.

This means:

• Bringing creators into early stages of content development
• Training legacy teams on creator-first formats and metrics
• Co-creating campaigns that reflect community values, ensuring influencer content aligns with the brand's personality for effective results and leveraging strategic influencer collaboration to achieve marketing objectives
• Offering creators roles that go beyond brand deals, including spokesperson positions and product collaborations
• Taking a hands on approach when managing influencer partnerships to ensure active involvement and successful outcomes

In doing so, companies will not only reach younger audiences but also future-proof their strategies, while protecting and enhancing the brand's reputation.

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Measuring Success in the Social Sports Arena

Success in the social sports arena is about much more than just amassing a high follower count or chasing viral moments. For sports teams and brands, true impact is measured by a combination of metrics that reflect both reach and real-world results. While macro influencers with over one million followers can deliver substantial reach and brand awareness, it’s equally important to consider engagement rate, website traffic, ticket sales, and overall brand reputation.

A well-executed influencer campaign tracks the performance of influencer posts, analyzing not only likes and comments but also how those interactions translate into conversions—such as ticket sales or increased website visits. Social media content creation should be dynamic, with brands and sports teams using analytics tools to monitor what resonates with their audience and adjusting their marketing campaigns accordingly.

Micro influencers, who may have a smaller but highly engaged following, can offer cost effective opportunities to connect with niche audiences and drive meaningful action. By balancing partnerships with both macro and micro influencers, brands can maximize their marketing impact across multiple platforms. Ultimately, the key to measuring success lies in understanding the unique goals of each campaign and leveraging data to create content that delivers both engagement and tangible business results.

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Brands That Embrace Creators Win Long Term

The brands and media platforms that thrive in the next decade will not be those that simply pay creators for reach. They will be the ones that see creators as thought partners. Those who co-create, iterate, and grow together will have staying power. These partnerships can also play a significant role in boosting sales and driving business growth.

Katie’s work with the NFL, MLB, and now ESPN shows that mainstream organizations, including the sports team as a strategic partner, can and should place trust in creators who already understand their audience better than anyone else. Collaborating with professional athletes in these brand partnerships further amplifies reach and credibility. Working with public figures can also expand a brand’s exposure to new audiences. It is not about riding the wave. It is about helping build it.

As athletes continue to engage with fans and evolve their presence on social media, their ongoing influence extends well beyond the game itself.

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Influur’s Perspective Building Cultural Bridges

At Influur, we understand that creators are not only part of the conversation. They are often the ones starting it. Our job is to help brands and institutions work with them in a way that is not just trendy but strategic.

From beauty to sports to music and beyond, creators like Katie Feeney are redefining what influence means in the real world. Social media plays a crucial role in promoting and engaging with sport, connecting fans and organizations in new ways. Young athletes are emerging as key figures in sports marketing, using platforms like Instagram and TikTok to engage with fans and boost brand reach. She did not wait for permission to tell stories. She created the stories that others now follow.

Creators today are more than just athletes or entertainers—they are building personal brands and acting as influential voices across industries. For industries that want to reach the next generation, the path is clear. Hire the creators. Empower them early. Let them lead.

Social media engagement is especially significant among American adults, who are driving trends in online content consumption and shaping marketing strategies. Most influencers are professional and willing to sign contracts that outline deliverables, schedules, and platforms, ensuring successful collaborations and campaign results.

Creators also help promote upcoming games and events, building anticipation and engaging audiences with timely content.

Because the ones who build the culture should be the ones shaping its platforms.

Ready to reach new generations? Book a demo today to get started.

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Frequently Asked Questions (FAQs)

Why are creators like Katie Feeney important for media brands?

Creators like Katie Feeney play a crucial role in the creator economy by bringing authentic voices and fresh perspectives. Media brands such as ESPN benefit from creator partnerships that engage younger audiences and drive growth through influencer marketing.

How does Gen Z consume sports and media differently?

Gen Z’s media consumption favors social platforms and creator-led content. This influencer trust shift means they rely more on authentic endorsements from creators than traditional media or celebrities.

What is the creator economy and why should brands care?

The creator economy encompasses influencers and content creators who shape culture and consumer behavior. Brands should embrace influencer brand partnerships to tap into these trends and connect with engaged, loyal audiences.

How can legacy media companies work with influencers?

Legacy media companies can adopt a creator-first strategy by collaborating early with influencers, co-creating content, and supporting creators as strategic partners to stay relevant and engage new audiences.

Are TikTok creators changing sports journalism?

Yes, TikTok creators and sports content creators are transforming sports journalism through creator-led journalism. Their authentic, real-time storytelling resonates with fans and complements traditional coverage by offering fresh, relatable content.

What metrics are important to measure influencer marketing success?

Key metrics include engagement rate, follower interactions, website traffic, ticket sales, and overall impact on brand reputation beyond just follower count.

How do influencer collaborations benefit sports teams and leagues?

They increase fan engagement, promote upcoming games and live events, boost ticket sales, and expand the global reach of sports organizations through social media content creation.

Why is authentic, personable content important in influencer marketing?

Authentic, personable content builds a direct line of trust with audiences, making influencer endorsements more effective and fostering a loyal following that brands can engage meaningfully.

How can small businesses leverage influencer marketing effectively?

Small businesses can partner with micro and nano influencers to reach niche audiences cost-effectively, benefiting from higher engagement and more personalized influencer collaborations.

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