The Walt Disney Company is intensifying its efforts to engage with digital content creators as part of a broader strategy to deepen fan loyalty and expand its reach across social media platforms. With competition among entertainment studios growing increasingly fierce, Disney is leveraging its extensive and dedicated fan base to promote its franchises and products through authentic creator partnerships.
This year, Disney has collaborated with over 6,000 creators, a 30% increase from 2025, resulting in nearly 12 billion social media impressions, according to company officials. At the recent Somos Magic Summit, held from September 27 to 30, more than 185 million followers were represented among the attending creators, who participated in a series of branded events and activities.
The three-day summit took place at the Disneyland Resort’s Grand Californian Hotel & Spa in California. Attendees toured Disney’s Burbank studio, previewed upcoming projects such as the new “Coco” ride at Disney California Adventure and the animated film “Hexed,” and engaged in themed events including Disney Channel trivia and a “Huluween” dance party. These experiences aim to provide creators with exclusive content and access, facilitating organic promotion across social media channels.
Disney executives emphasized that these creator engagements are designed to foster reciprocal relationships rather than transactional exchanges. While Disney covers travel and accommodations, creators are not mandated to produce a set number of posts, allowing for an authentic and voluntary sharing of experiences. Anastasia Ali, vice president of inclusive marketing and audience growth, described the approach as mutually beneficial, giving creators exclusive storytelling opportunities while amplifying Disney’s presence online.
Creators themselves highlighted the symbiotic nature of these partnerships. Arthur Menezes, a New York-based influencer attending the summit, noted that access to exclusive events helps creators produce engaging content that resonates with their audiences, while building awareness for Disney properties. Others, like Isa Kristen from Austin, Texas, pointed to the broad appeal of Disney content, which not only entertains but provides a sense of community to millions of fans.
Disney’s expanded focus on creators also includes strategic content partnerships. Recent deals include collaborations with the sports and comedy group Dude Perfect, tasked with producing videos tied to “Star Wars”’ 50th anniversary and the upcoming Marvel Studios film “Avengers: Doomsday.” Additionally, a partnership with TikTok grants creators access to Disney assets for short-form videos distributed via the platform and Disney+’s vertical video feed, Verts.
At its summer D23 fan convention, Disney hosted a cocktail party for influencers, underscoring its intent to cultivate these creators as integral brand storytellers. Future creator involvement is planned around high-profile events such as the Super Bowl and Grammy Awards, which air on Disney-owned ABC.
Chief marketing officer Asad Ayaz emphasized that collaboration with creators—many of whom are passionate Disney fans—is a distinctive strategy that strengthens Disney’s connection with audiences. “The opportunity for us is tremendous,” Ayaz said, highlighting the value of authentic fan voices in amplifying Disney’s stories across digital channels.
The growing influence of creators in the media landscape is widely acknowledged among participants. Jackie Gonzalez, a San Antonio-based creator, noted that as audiences shift from traditional media to social platforms, companies like Disney see the importance of harnessing that influence to reach consumers effectively. Fans often rely on creators for honest insights, especially related to theme park experiences, merchandise, and dining options, which can contrast with traditional marketing messaging.
Randy Policar, a frequent Disneyland visitor from Tempe, Arizona, pointed out that while official Disney promotions highlight new offerings, it is the candid assessments from creators that guide fan decisions. “Disney can tell me till they’re blue in the face to try this new treat,” he said, “But of course they’re not going to say, ‘This new treat kind of stinks.’ That’s where the content [creators] come in and are honest.”
As media consolidation reshapes the entertainment industry, Disney’s expanded partnership with creators represents a calculated effort to maintain audience engagement and brand loyalty in an evolving digital environment.