Organizations have invested $79 million in creator partnerships through the CreatorIQ platform in 2024, marking a 47% increase from the previous year, according to CreatorIQ’s annual creator economy summary, “Wrapped 2024.”
The company, which serves over 1,200 organizations across 85 countries leading this transformation, reveals that 74% of organizations increased their creator marketing investment year-over-year, up from 55% in 2023.
Creator content tracked through the platform generated 487 billion impressions, a 184% increase from 2023, alongside 23.4 billion engagements, representing 159% year-over-year growth. Brands launched 26,000 campaigns in 2024, a 17% increase, resulting in 3.1 million creator posts, up 29% from the previous year.
Source: CreatorIQ
Platform Performance
Instagram remains the dominant platform, featuring 91% of creator marketing campaigns. The platform saw 1.7 million posts in 2024, a 29% increase, with 677 customers activating campaigns, up 19% year-over-year. The number of creators posting on Instagram grew to 128,100, a 26% increase from 2023.
TikTok shows significant growth, with creator posts increasing 72% to reach 415,500. The platform now has 610 active customers, a 33% increase, and 59,800 creators, up 63% from the previous year. Despite lower overall volume than Instagram, TikTok’s growth rate indicates increasing platform adoption among brands and creators.
Short-form video content sees substantial growth across platforms. Instagram Reels posts increased 52% to 520,000, TikTok videos grew 61% to 398,000, and YouTube Shorts rose 59% to 93,800 posts. TikTok videos now rank as the third most popular post type across all platforms, following Instagram Stories and Reels.
Source: CreatorIQ
The report identifies emerging platforms in creator marketing. Snapchat posts increased 221% to 2,800, while Pinterest grew 50% to 18,900 posts. On X, post volume increased by 72% despite a 13% decrease in active creators and a 23% increase in customer activation.
Multi-platform strategies are becoming standard, with 60% of campaigns including more than one social platform. Creators partnered with brands across 156 countries, indicating the global scale of creator marketing initiatives.
The report also highlights brand safety as a key concern. The most monitored topics for brand safety include politics, competitor monitoring, adult content, profanity, illicit substances, and sensitive social issues.
This data represents activity tracked through CreatorIQ’s platform during 2024. The company serves over 1,200 organizations globally and plans to launch a new platform in 2025.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
![Creator Marketing Shatters Records Brands Spent $79M On Creator Partnerships In 2024 [REPORT]](https://www.netinfluencer.com/wp-content/uploads/2024/12/Creator-Marketing-Shatters-Records-Brands-Spent-79M-On-Creator-Partnerships-In-2024-REPORT.png)
Organizations have invested $79 million in creator partnerships through the CreatorIQ platform in 2024, marking a 47% increase from the previous year, according to CreatorIQ’s annual creator economy summary, “Wrapped 2024.”
The company, which serves over 1,200 organizations across 85 countries leading this transformation, reveals that 74% of organizations increased their creator marketing investment year-over-year, up from 55% in 2023.
Creator content tracked through the platform generated 487 billion impressions, a 184% increase from 2023, alongside 23.4 billion engagements, representing 159% year-over-year growth. Brands launched 26,000 campaigns in 2024, a 17% increase, resulting in 3.1 million creator posts, up 29% from the previous year.
Source: CreatorIQ
Platform Performance
Instagram remains the dominant platform, featuring 91% of creator marketing campaigns. The platform saw 1.7 million posts in 2024, a 29% increase, with 677 customers activating campaigns, up 19% year-over-year. The number of creators posting on Instagram grew to 128,100, a 26% increase from 2023.
TikTok shows significant growth, with creator posts increasing 72% to reach 415,500. The platform now has 610 active customers, a 33% increase, and 59,800 creators, up 63% from the previous year. Despite lower overall volume than Instagram, TikTok’s growth rate indicates increasing platform adoption among brands and creators.
Short-form video content sees substantial growth across platforms. Instagram Reels posts increased 52% to 520,000, TikTok videos grew 61% to 398,000, and YouTube Shorts rose 59% to 93,800 posts. TikTok videos now rank as the third most popular post type across all platforms, following Instagram Stories and Reels.
Source: CreatorIQ
The report identifies emerging platforms in creator marketing. Snapchat posts increased 221% to 2,800, while Pinterest grew 50% to 18,900 posts. On X, post volume increased by 72% despite a 13% decrease in active creators and a 23% increase in customer activation.
Multi-platform strategies are becoming standard, with 60% of campaigns including more than one social platform. Creators partnered with brands across 156 countries, indicating the global scale of creator marketing initiatives.
The report also highlights brand safety as a key concern. The most monitored topics for brand safety include politics, competitor monitoring, adult content, profanity, illicit substances, and sensitive social issues.
This data represents activity tracked through CreatorIQ’s platform during 2024. The company serves over 1,200 organizations globally and plans to launch a new platform in 2025.
Read the full CreatorIQ report here.