Not long ago, “fame” followed a fairly predictable path: radio, television, print. If you wanted to be known, you needed airtime.

In recent years, things have changed. Audiences build first, platforms follow.

A recent example is Aitch, an online creator and musician, winning I’m A Celebrity… Get Me Out Of Here! His success on a traditional prime-time show isn’t just a celebrity moment, it’s a sign of a wider shift in how media influence now works.

And it’s a shift Irish broadcasters are paying close attention to.

The Rise of the Creator as a Media Personality

Content creators don’t fit neatly into the old categories of “presenter”, “actor” or “guest”. They are something new: direct-to-audience brands.

Creators build communities through storytelling, relatability and authenticity. They speak in their own voice, on their own terms! This creates a level of trust and familiarity that traditional media has historically struggled to replicate.

In Ireland, this is increasingly visible. TikTok comedians, YouTubers, podcasters and Instagram storytellers regularly attract massive audiences. Some already move seamlessly between social platforms and radio or TV  appearances, bringing loyal followings with them.

The key difference? They arrive with an audience already engaged.

Why This Matters for Irish Broadcasters

1. Built-in Reach
Where broadcasters spend heavily on marketing, creators bring pre-existing audiences who actively follow their work.

2. Cultural Relevance
Creators are often closer to emerging trends, language, humour and social issues, especially among younger demographics.

3. Authentic Connection
Audiences feel like they “know” creators. That parasocial relationship translates into higher engagement and stronger emotional investment.

In short: creators don’t just bring viewers, they bring community.

What Broadcasters Can Do Now

For media organisations looking to stay relevant:

Invite creators in early
Not just as guests, but as collaborators in development and format design.

Build hybrid content
Shows that live on air and across social platforms simultaneously.

Think partnership, not promotion
Treat creators as creative partners with insight into their audiences, not just marketing channels.

The Bigger Picture

The future of media isn’t about choosing between TV and TikTok, radio and podcasts, broadcast and digital.It’s about recognising that audiences now follow people, not platforms.

The path into mainstream media is no longer vertical, it’s lateral. Influence is built first, and distribution comes second. Broadcasters who understand this won’t just survive the next decade, they’ll define it!

Get in touch with us for more information- hello@collabagency.com