CreatorIQ’s new “State of Creator Marketing Trends and Trajectory 2024–2025” report, based on surveys of 1,138 brands, agencies, and creators across 17 industries, reveals that 94% of organizations believe creator content drives more return on investment (ROI) than traditional digital advertising, marking a 20% increase from the previous year.
Source: CreatorIQ
Creator marketing investment has increased by 143% over the last four years, with the average annual spend for enterprise organizations reaching $1.7 million in 2024.
The report indicates that 74% of organizations have increased their creator marketing investment year-over-year, up 19% from the previous year.
Up to 78% of organizations expect to invest more in creator marketing over the next two years. For enterprise organizations, this figure rises to 81%, with 48% predicting a significant increase in investment.
Shift in Roadblocks and Priorities
For the first time in five years, inadequate budgets and insufficient creator marketing staff are no longer among brands’ top three roadblocks.
The report reveals that 70% of brands attribute their highest ROI campaign to creator marketing, rising to 74% for enterprise brands.
Analysts highlight the importance of accurate performance measurement in the creator marketing space.
Platform Dynamics and Content Strategies
Instagram remains the dominant platform for creator marketing, and 29% of organizations have chosen it as their most integral platform.
However, TikTok has gained significant ground. 27% of organizations now consider it their most crucial platform, up from 0% in 2020.
Source: CreatorIQ
YouTube has also grown, doubling from 8% to 16% year-over-year.
Video content emerges as the most effective social media strategy, with 49% of brands considering it the most impactful. The report notes that 67% of creators are using more video content than last year, with usage increases correlating with higher monthly incomes.
The study finds that established brands often provide higher rates, but creators’ compensation expectations are frequently higher than what brands offer.
Product quality remains the top factor for creators when deciding to work with a brand, with 84% of creators stating they would not work with a brand offering poor quality products, even if the compensation was high.
AI and Future Trends
AI plays an increasingly significant role in creator marketing, with 91% of brands reporting AI use in their strategies. Common applications include generating short-form content, brainstorming, and data analysis.
Source: CreatorIQ
The report identifies brand safety, accurate full-funnel program measurement, and a shift towards content-first, creator-led strategies as key trends to watch in the coming years.
CreatorIQ and Sapio Research conducted the survey, which involved 902 organizational respondents (457 brand marketers and 445 agency decision-makers) and 231 creator respondents across nine countries.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
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CreatorIQ’s new “State of Creator Marketing Trends and Trajectory 2024–2025” report, based on surveys of 1,138 brands, agencies, and creators across 17 industries, reveals that 94% of organizations believe creator content drives more return on investment (ROI) than traditional digital advertising, marking a 20% increase from the previous year.
Source: CreatorIQ
Creator marketing investment has increased by 143% over the last four years, with the average annual spend for enterprise organizations reaching $1.7 million in 2024.
The report indicates that 74% of organizations have increased their creator marketing investment year-over-year, up 19% from the previous year.
Up to 78% of organizations expect to invest more in creator marketing over the next two years. For enterprise organizations, this figure rises to 81%, with 48% predicting a significant increase in investment.
Shift in Roadblocks and Priorities
For the first time in five years, inadequate budgets and insufficient creator marketing staff are no longer among brands’ top three roadblocks.
Instead, the primary challenge is difficulty measuring creator performance.
Source: CreatorIQ
The report reveals that 70% of brands attribute their highest ROI campaign to creator marketing, rising to 74% for enterprise brands.
Analysts highlight the importance of accurate performance measurement in the creator marketing space.
Platform Dynamics and Content Strategies
Instagram remains the dominant platform for creator marketing, and 29% of organizations have chosen it as their most integral platform.
However, TikTok has gained significant ground. 27% of organizations now consider it their most crucial platform, up from 0% in 2020.
Source: CreatorIQ
YouTube has also grown, doubling from 8% to 16% year-over-year.
Video content emerges as the most effective social media strategy, with 49% of brands considering it the most impactful. The report notes that 67% of creators are using more video content than last year, with usage increases correlating with higher monthly incomes.
Creator Compensation and Brand Relationships
On average, 43% of creator marketing budgets go toward paying creators.
The study finds that established brands often provide higher rates, but creators’ compensation expectations are frequently higher than what brands offer.
Product quality remains the top factor for creators when deciding to work with a brand, with 84% of creators stating they would not work with a brand offering poor quality products, even if the compensation was high.
AI and Future Trends
AI plays an increasingly significant role in creator marketing, with 91% of brands reporting AI use in their strategies. Common applications include generating short-form content, brainstorming, and data analysis.
Source: CreatorIQ
The report identifies brand safety, accurate full-funnel program measurement, and a shift towards content-first, creator-led strategies as key trends to watch in the coming years.
CreatorIQ and Sapio Research conducted the survey, which involved 902 organizational respondents (457 brand marketers and 445 agency decision-makers) and 231 creator respondents across nine countries.
Read the full report here.