There is certainly no shortage of optimism as far as the creator economy in 2025 is concerned, at least according to some of the industry’s leaders and experts.
From this being the year of creator brands to stronger brand-creator partnerships, our resource persons point to a robust creator economy that will see more collaboration providing more opportunities and further stepping stones for growth. But greater accountability will also be expected, with some underscoring the value of key metrics, along with new measures of success.
Authenticity will continue to be a key driving force for content development. And while there is agreement on the growing influence, and use of AI, there are interesting voices of dissent.
Read on to find out some of the best tips and insights that will help you navigate what is expected to be an exciting and challenging year ahead.
Brands will increasingly pursue influencer agency of record partnerships with specialist agencies, whereby one agency handles all influencer and creator duties.
Brands are going to generate well over 50% of their total content from creators, with many brands reaching over 75%.
We will see a major spike in influencer/creator product partnerships like Alex Cooper and Nestle’s Unwell Hydration. This will be the year of creator brands.
Creator content will completely bust through the walls of social and into TV commercials, out of home spots, display ads and more.
Hybrid compensation models will take off, whereby brands pay creators fixed fees with additional ability to generate additional income on sales.
Live stream shopping and IRL experiences will skyrocket. Retailers will start featuring social trending products on dedicated shelf space.
We will hear at least a half dozen executive teams credit social for the company’s sales growth on earnings calls the way we did in 2024 with brands like Chili’s and Duolingo.
Brands will triple down on IRL experiences in collaboration with creators as consumers get increasingly passionate about in person events
In 2025, brands will prioritize tighter collaboration between media and content teams. The traditional silos separating paid media execution and content creation are becoming obsolete as the value of integrated strategies comes into focus. Authentic, creator-driven storytelling paired with precision-targeted media will emerge as the most effective way to engage audiences and drive measurable business outcomes. This shift will result in streamlined workflows and greater efficiency across marketing campaigns.
The great rebrand for brand content is coming
Brand content will undergo a redefinition in 2025. Success will no longer be measured solely by vanity metrics like impressions or engagement rates. Instead, marketers will focus on outcomes that truly matter, such as conversions, customer acquisition, and community-building. Whether through non-branded storytelling to build trust at the top of the funnel or creator-led endorsements to drive conversions at the bottom, content strategies will need to deliver tangible, trackable results.
Customer-centric content will redefine marketing strategies
Audiences are demanding more relatable, meaningful, and human-centered content. In response, brands will move away from overly scripted, traditional advertisements and embrace authentic narratives that speak to real experiences. By putting the audience first and focusing on storytelling that fosters trust and emotional connection, brands will redefine how they engage customers, driving deeper loyalty and greater impact throughout the marketing funnel.
Other noteworthy trends to look out for:
The rise of full-funnel creator strategies – Creator marketing will expand beyond top-of-funnel awareness to become a full-funnel powerhouse.
Paid media will supercharge creator content – Brands will amplify creator content with precision-targeted paid media to ensure it reaches high-intent audiences at scale.
Authenticity will become a compliance imperative – With increased scrutiny on advertising and consumer trust at an all-time premium, brands will embrace authenticity not just as a strategy but as a compliance necessity.
Performance accountability will shape creator partnerships – Marketers will move beyond vanity metrics like likes and followers, requiring creators to contribute to measurable goals such as cost-per-lead (CPL), cost-per-acquisition (CPA), and return on ad spend (ROAS).
In 2025, we will see an uptick in interactive content. This will include more real-time, interactive experiences led by creators including livestream shopping events, Q+A sessions, and content like this This will change the way that conversations between brands and consumers happen and remove some barriers between shoppers and brands to strengthen the relationships. As a result, this will support brands’ reputations and relatability and can strengthen loyalty from target audiences.
Hybrid strategies will be more commonplace in creator marketing in 2025. Specifically, this will look like a blend of leveraging both smaller, authentic, and relatable creators – or micro-influencers – with macro-influencers and celebrities. Partnering with smaller creators is beneficial because of the ability to have more targeted engagement – whether that’s by geography or demographic because a brand knows that most of that creator’s audience is likely in one place or has one major shared interest.
Long-term partnerships between brands and creators will be popular in 2025. Brands will lean towards deeper, longer-term collaborations with creators, as opposed to one-off sponsorships with big names. Brands are seeing the value in getting in front of the same audiences repeatedly to stay top-of-mind for them, rather than just for a specific campaign or promotion. And—when the brand engages with the same creators over and over again—the posts promoting that brand feel more authentic, since it’s clear the creator has been using that product and service over time, rather than trying a new snack or face cream for only one day.”
Jessica Li, Chief of Staff, Growth and AI Product, Beacons
Our predictions: 1) influencer marketing will become more measured, 2) more creators will be using AI tools to automate things, 3) creators will diversify their income streams more
Like most industries, the creator economy will be reshaped by the widespread presence of AI, making content creation faster, cheaper, and more abundant than ever before. As AI tools flood the market, the value of content will decline due to the limitless creative output. In this landscape, the most successful creators and brands will pivot toward building deeper, more authentic communities.
Creators who focus on building genuine, tight-knit connections with their audiences will stand out in a sea of AI-generated content; genuine audience connection will become the ultimate differentiator. Viewers will gravitate toward creators who know how to foster meaningful relationships and shared experiences that live outside of a world of content”
LinkedIn is expanding further into the influencer and gaming spaces, making significant strides in video-driven and professional content creation. Video uploads on the platform surged by 34% year-over-year, reflecting growing interest in video as a medium for audience engagement. As sponsored content grows, brands must follow disclosure rules similar to B2C influencer campaigns. In 2024, LinkedIn also introduced word games to compete with industry leaders, signalling its commitment to gaming as a way to boost engagement and drive in-platform activity.
B2B influencer marketing will gain momentum, as companies increasingly invest in these campaigns to drive business outcomes. Meanwhile, B2C brands will shift their attention toward fostering loyalty and deepening engagement with existing audiences. By leveraging more personalized and targeted messaging, these companies aim to create stronger emotional connections and deliver tailored experiences.
Creators are becoming the new trusted source in the media. More than ever, people are turning to creators—not only for entertainment but also for news. Confidence in traditional media is at an all-time low, with a recent Gallup survey showing that more than one-third of U.S. adults express no trust in media. In contrast, influencer trust is at an all-time high. A great representation of this shift was seen this year in the inaugural White House Creator Summit that signalled both the importance of the creator economy, and influence creators have on the mass population. Another example is the All-In Podcast, a business, technology, and culture show hosted by four prominent venture capitalists. By covering weekly news, the podcast has gained significant popularity, positioning itself as a preferred media source over traditional outlets.
In 2025, we’ll see micro-influencers emerge as main drivers of the social media economy. As more micro-creators enter the space, social media platforms are adopting TikTok’s ‘anyone can go viral’ algorithm which decentralizes big creators and puts small creators in the spotlight.
Consumer interests are becoming increasingly more niche, and influencer content is changing to reflect this and meet consumers where they are. With increased visibility of ‘everyday’ people on social media, as opposed to mega influencers or celebrities, we will see brands investing more of their marketing budgets in smaller influencers, since they will be the ones driving the most impactful sales within their niche and loyal audiences.
Many creators are recognizing the importance of building a community and owning their audience. In 2025, we expect creators to shift from simply building audiences on many platforms to creating full-fledged ecosystems where they ultimately own all of their data and control their own destinies. Leveraging AI-driven tools, creators will operate digital storefronts, host virtual events, and design gamified experiences, all from the convenience of their phones.
Like it or not, AI is here to stay, and it’s evolving rapidly! We anticipate the rise of fully AI-driven creators staking their claims online. Virtual influencers will integrate into our feeds, and some will be so convincing that we won’t even realize they’re AI. Unlike traditional influencers, these virtual creators will be available 24/7 to chat, engage, and build personalized connections with users, redefining how relationships are formed in the digital age.
Fear not. If you’re a creator feeling uncertain about 2025, take note your authenticity is your superpower. AI may be able to simulate interactions, but it can’t replicate the depth of genuine human emotion and lived experiences. The future belongs to those who dare to open the doors to their lives, sharing the raw, unfiltered beauty of the human journey. That being said, we’re especially bullish on vlogs and authentic storytelling making a resurgence in 2025. As audiences crave real connections, creators who lean into their uniqueness and vulnerability will stand out in a sea of polished, AI-driven content.
Creator marketing is evolving at lightning speed, but the industry is still very much in its infancy. As we step into 2025, the next phase of this evolution is becoming clear: creator marketing will shift from transactional partnerships to creator-led ecosystems, where the lines between influencers and brands blur entirely. Creators are the brands in 2025.
The creator economy is booming globally, with emerging markets like Asia, Africa, and Latin America offering untapped potential. As internet penetration deepens, a new wave of creators is poised to enter the global stage, bringing diverse narratives and fresh opportunities for growth.
For brands, the rise of creator-led ecosystems is a call to evolve. The traditional approach—engaging creators for short-term campaigns—will no longer be enough. To succeed, brands must embrace creators as collaborators, co-creators, and even co-founders of new ventures.
2025 will mark a defining year for creator marketing—a transition from partnerships to ecosystems. But this is only the beginning. The industry is poised for exponential growth as brands and creators collaborate in deeper, more innovative ways.
For those ready to lead in this new era, the opportunity is massive. By embracing creators not just as marketers but as collaborators and brand builders, businesses can redefine what’s possible and stay ahead in a rapidly evolving landscape.
Other significant highlights:
Creators Are Becoming Mini-Media Empires – In 2025, creators will increasingly operate as fully-fledged media companies and entrepreneurs.
Creator-led ecosystems – Creators are no longer just endorsing products—they’re building them.
AI-Driven Content Scaling – Generative AI tools are enabling creators to produce more content, personalize it for diverse audiences, and even experiment with virtual influencer personas.
Platform Monetization – Platforms like TikTok, YouTube, and Instagram are expanding monetization options, giving creators tools to grow their influence and revenue.
Data-Driven Confidence. Brands increasingly have access to data that quantifies the ROI of creator campaigns across the entire funnel. As this transparency improves, brands will feel more confident investing in creators for long-term initiatives, shifting the relationship from one-off activations to strategic collaborations.
Growth projections for the industry suggest greater responsibilities and an influx of employees as well. Within just one year, job postings within the creator economy have surged by over 66%. As a result, industry discussions will no longer focus solely on engaging audiences and setting media trends but will increasingly address issues such as fair pay, regulation, and labor practices.
Transition to business approach
In 2024 the Forbes list of 50 Top Creators mentioned that participants have added more than 100 million followers to their collective total and earned almost $720 million over the last 12 months—a jump of $20 million from 2023. Top creators manage huge earnings and supervise whole production ventures. This demands more than just creativity and passion; it’s evolving into full-scale entrepreneurship. Newcomers are feeling pushed out by increasing competition. It will demand carving out unique niches and adopting strategic approaches to stand out. While creativity remains crucial for creative economy players, it is increasingly paired with a structured and tactical mindset.
From reactive to proactive solutions
Until recently, most startups in the industry focused on front-end solutions, such as content creation and management tools. However, as the industry matures and attracts major players, it is beginning to embrace more in-depth solutions. For instance, Visa recently recognized creators as small businesses, and Vesta entered the space through a collaboration with Schwarzwald Capital, supporting fintech innovations within the creator economy. This marks a shift from surface-level tools to more foundational advancements.
Shopping Live Streams Will Become Essential in Driving Sales
Live streamed video is becoming more popular than ever with 37% of social media users finding live video content to be the most engaging type of in-feed content. And live stream watchers are also 43% more likely than average to say they’ll buy the premium version of a product which bodes well for brands across verticals.
Creators that Crack SEO Will Win (as will the brands that work with them)
As social media platforms (especially TikTok) become next gen search engines, the most successful creators will become pros at SEO and driving commerce via inspiration. More and more consumers are going online and looking to be inspired – “TikTok made me buy it” – than they are researching a specific product, especially for Gen Z. “Gen Z are more likely to use the internet to find new ideas and inspiration (51%) than to research products/brands (42%).”
Cultural Relevance Driven by Creative Exploration
Chasing virality has never been more gauche. Instead, brands are investing in cinematic advertising with cultural relevancy. Most recently, Volvo and Jaguar went head to head when they both dropped new campaigns in Fall 2024. The former broke every social-media advertising rule with its four minute runtime, overproduction and format. Yet it was widely praised for its moving and heartfelt storytelling, shot by Interstellar and Oppenheimer cinematographer Hoyte Van Hoytema. In contrast, Jaquar’s rebranding efforts were widely panned, their campaign a case study for style over substance.
Death of the Follower, Rise of the Newsletter
In 2024 we saw the beginnings of two major social media behavior shifts. First, to continue to grow their audience, the most successful creators will need to diversify their revenue streams. And second, social algorithms have officially evolved into an interest graph. For You feeds have completely overhauled how we are served and search for content. Even content from follower accounts are only served if you show sustained interest and engagement. This means creators will need to think about how to engage their audience in new ways and on new platforms to maintain loyalty and long-term community building.
Creators Will De-influence AI
Everyone is predicting that AI influence will only grow stronger in 2025 but we’re not convinced that it will take as big of a foothold in the content creation process. Generative AI will certainly make processes more efficient and marketers can and should leverage tools like social listening and AI learning to optimize their strategies and creator partner research. But with social media users already wary of influencer recommendations (friends and family remain the top trusted resource for product recommendations), we predict a groundswell of support for human-centered content and not artificial human content.
Emerging Creators Will Thrive Through Scaled Self-Serve Partnerships
Emerging creators are finding more opportunities as self-serve platforms simplify the way they connect with brands. With tools like auto-booking and turnkey campaigns, creators will easily land their first brand deals and start scaling their businesses earlier in their journey. Brands are also leaning into these platforms, trusting them to streamline the process, which leads to faster, more efficient collaborations. This is highly relevant for brands as micro-creators, in particular, are becoming a go-to choice for brands, as their content drives higher engagement and conversions while keeping costs low
Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.
There is certainly no shortage of optimism as far as the creator economy in 2025 is concerned, at least according to some of the industry’s leaders and experts.
From this being the year of creator brands to stronger brand-creator partnerships, our resource persons point to a robust creator economy that will see more collaboration providing more opportunities and further stepping stones for growth. But greater accountability will also be expected, with some underscoring the value of key metrics, along with new measures of success.
Authenticity will continue to be a key driving force for content development. And while there is agreement on the growing influence, and use of AI, there are interesting voices of dissent.
Read on to find out some of the best tips and insights that will help you navigate what is expected to be an exciting and challenging year ahead.
Keith Bendes, Vice President, Strategy and GTM, Linqia
Brands will increasingly pursue influencer agency of record partnerships with specialist agencies, whereby one agency handles all influencer and creator duties.
Brands are going to generate well over 50% of their total content from creators, with many brands reaching over 75%.
We will see a major spike in influencer/creator product partnerships like Alex Cooper and Nestle’s Unwell Hydration. This will be the year of creator brands.
Creator content will completely bust through the walls of social and into TV commercials, out of home spots, display ads and more.
Hybrid compensation models will take off, whereby brands pay creators fixed fees with additional ability to generate additional income on sales.
Live stream shopping and IRL experiences will skyrocket. Retailers will start featuring social trending products on dedicated shelf space.
We will hear at least a half dozen executive teams credit social for the company’s sales growth on earnings calls the way we did in 2024 with brands like Chili’s and Duolingo.
Brands will triple down on IRL experiences in collaboration with creators as consumers get increasingly passionate about in person events
Joseph Perello, Founder & CEO, Props
In 2025, brands will prioritize tighter collaboration between media and content teams. The traditional silos separating paid media execution and content creation are becoming obsolete as the value of integrated strategies comes into focus. Authentic, creator-driven storytelling paired with precision-targeted media will emerge as the most effective way to engage audiences and drive measurable business outcomes. This shift will result in streamlined workflows and greater efficiency across marketing campaigns.
The great rebrand for brand content is coming
Brand content will undergo a redefinition in 2025. Success will no longer be measured solely by vanity metrics like impressions or engagement rates. Instead, marketers will focus on outcomes that truly matter, such as conversions, customer acquisition, and community-building. Whether through non-branded storytelling to build trust at the top of the funnel or creator-led endorsements to drive conversions at the bottom, content strategies will need to deliver tangible, trackable results.
Customer-centric content will redefine marketing strategies
Audiences are demanding more relatable, meaningful, and human-centered content. In response, brands will move away from overly scripted, traditional advertisements and embrace authentic narratives that speak to real experiences. By putting the audience first and focusing on storytelling that fosters trust and emotional connection, brands will redefine how they engage customers, driving deeper loyalty and greater impact throughout the marketing funnel.
Other noteworthy trends to look out for:
Roee Zelcer, U.S. Country Director, Humanz
In 2025, we will see an uptick in interactive content. This will include more real-time, interactive experiences led by creators including livestream shopping events, Q+A sessions, and content like this This will change the way that conversations between brands and consumers happen and remove some barriers between shoppers and brands to strengthen the relationships. As a result, this will support brands’ reputations and relatability and can strengthen loyalty from target audiences.
Hybrid strategies will be more commonplace in creator marketing in 2025. Specifically, this will look like a blend of leveraging both smaller, authentic, and relatable creators – or micro-influencers – with macro-influencers and celebrities. Partnering with smaller creators is beneficial because of the ability to have more targeted engagement – whether that’s by geography or demographic because a brand knows that most of that creator’s audience is likely in one place or has one major shared interest.
Long-term partnerships between brands and creators will be popular in 2025. Brands will lean towards deeper, longer-term collaborations with creators, as opposed to one-off sponsorships with big names. Brands are seeing the value in getting in front of the same audiences repeatedly to stay top-of-mind for them, rather than just for a specific campaign or promotion. And—when the brand engages with the same creators over and over again—the posts promoting that brand feel more authentic, since it’s clear the creator has been using that product and service over time, rather than trying a new snack or face cream for only one day.”
Jessica Li, Chief of Staff, Growth and AI Product, Beacons
Our predictions: 1) influencer marketing will become more measured, 2) more creators will be using AI tools to automate things, 3) creators will diversify their income streams more
Ben Marks, Founder, Nucreator
Like most industries, the creator economy will be reshaped by the widespread presence of AI, making content creation faster, cheaper, and more abundant than ever before. As AI tools flood the market, the value of content will decline due to the limitless creative output. In this landscape, the most successful creators and brands will pivot toward building deeper, more authentic communities.
Creators who focus on building genuine, tight-knit connections with their audiences will stand out in a sea of AI-generated content; genuine audience connection will become the ultimate differentiator. Viewers will gravitate toward creators who know how to foster meaningful relationships and shared experiences that live outside of a world of content”
Scott Sutton, CEO, Later
LinkedIn is expanding further into the influencer and gaming spaces, making significant strides in video-driven and professional content creation. Video uploads on the platform surged by 34% year-over-year, reflecting growing interest in video as a medium for audience engagement. As sponsored content grows, brands must follow disclosure rules similar to B2C influencer campaigns. In 2024, LinkedIn also introduced word games to compete with industry leaders, signalling its commitment to gaming as a way to boost engagement and drive in-platform activity.
B2B influencer marketing will gain momentum, as companies increasingly invest in these campaigns to drive business outcomes. Meanwhile, B2C brands will shift their attention toward fostering loyalty and deepening engagement with existing audiences. By leveraging more personalized and targeted messaging, these companies aim to create stronger emotional connections and deliver tailored experiences.
Creators are becoming the new trusted source in the media. More than ever, people are turning to creators—not only for entertainment but also for news. Confidence in traditional media is at an all-time low, with a recent Gallup survey showing that more than one-third of U.S. adults express no trust in media. In contrast, influencer trust is at an all-time high. A great representation of this shift was seen this year in the inaugural White House Creator Summit that signalled both the importance of the creator economy, and influence creators have on the mass population. Another example is the All-In Podcast, a business, technology, and culture show hosted by four prominent venture capitalists. By covering weekly news, the podcast has gained significant popularity, positioning itself as a preferred media source over traditional outlets.
Evan Wray, Co-Founder and CEO, Mavely
In 2025, we’ll see micro-influencers emerge as main drivers of the social media economy. As more micro-creators enter the space, social media platforms are adopting TikTok’s ‘anyone can go viral’ algorithm which decentralizes big creators and puts small creators in the spotlight.
Consumer interests are becoming increasingly more niche, and influencer content is changing to reflect this and meet consumers where they are. With increased visibility of ‘everyday’ people on social media, as opposed to mega influencers or celebrities, we will see brands investing more of their marketing budgets in smaller influencers, since they will be the ones driving the most impactful sales within their niche and loyal audiences.
Michael Bonifati, Director of Marketing, COY Creator
Many creators are recognizing the importance of building a community and owning their audience. In 2025, we expect creators to shift from simply building audiences on many platforms to creating full-fledged ecosystems where they ultimately own all of their data and control their own destinies. Leveraging AI-driven tools, creators will operate digital storefronts, host virtual events, and design gamified experiences, all from the convenience of their phones.
Like it or not, AI is here to stay, and it’s evolving rapidly! We anticipate the rise of fully AI-driven creators staking their claims online. Virtual influencers will integrate into our feeds, and some will be so convincing that we won’t even realize they’re AI. Unlike traditional influencers, these virtual creators will be available 24/7 to chat, engage, and build personalized connections with users, redefining how relationships are formed in the digital age.
Fear not. If you’re a creator feeling uncertain about 2025, take note your authenticity is your superpower. AI may be able to simulate interactions, but it can’t replicate the depth of genuine human emotion and lived experiences. The future belongs to those who dare to open the doors to their lives, sharing the raw, unfiltered beauty of the human journey. That being said, we’re especially bullish on vlogs and authentic storytelling making a resurgence in 2025. As audiences crave real connections, creators who lean into their uniqueness and vulnerability will stand out in a sea of polished, AI-driven content.
Steven Lammertink, Founder and CEO, The Cirqle
Creator marketing is evolving at lightning speed, but the industry is still very much in its infancy. As we step into 2025, the next phase of this evolution is becoming clear: creator marketing will shift from transactional partnerships to creator-led ecosystems, where the lines between influencers and brands blur entirely. Creators are the brands in 2025.
The creator economy is booming globally, with emerging markets like Asia, Africa, and Latin America offering untapped potential. As internet penetration deepens, a new wave of creators is poised to enter the global stage, bringing diverse narratives and fresh opportunities for growth.
For brands, the rise of creator-led ecosystems is a call to evolve. The traditional approach—engaging creators for short-term campaigns—will no longer be enough. To succeed, brands must embrace creators as collaborators, co-creators, and even co-founders of new ventures.
2025 will mark a defining year for creator marketing—a transition from partnerships to ecosystems. But this is only the beginning. The industry is poised for exponential growth as brands and creators collaborate in deeper, more innovative ways.
For those ready to lead in this new era, the opportunity is massive. By embracing creators not just as marketers but as collaborators and brand builders, businesses can redefine what’s possible and stay ahead in a rapidly evolving landscape.
Other significant highlights:
Kyrillos Akritidis, Co-Founder and Managing Director, Schwarzwald Capital
The industry will become more mature
Growth projections for the industry suggest greater responsibilities and an influx of employees as well. Within just one year, job postings within the creator economy have surged by over 66%. As a result, industry discussions will no longer focus solely on engaging audiences and setting media trends but will increasingly address issues such as fair pay, regulation, and labor practices.
Transition to business approach
In 2024 the Forbes list of 50 Top Creators mentioned that participants have added more than 100 million followers to their collective total and earned almost $720 million over the last 12 months—a jump of $20 million from 2023. Top creators manage huge earnings and supervise whole production ventures. This demands more than just creativity and passion; it’s evolving into full-scale entrepreneurship. Newcomers are feeling pushed out by increasing competition. It will demand carving out unique niches and adopting strategic approaches to stand out. While creativity remains crucial for creative economy players, it is increasingly paired with a structured and tactical mindset.
From reactive to proactive solutions
Until recently, most startups in the industry focused on front-end solutions, such as content creation and management tools. However, as the industry matures and attracts major players, it is beginning to embrace more in-depth solutions. For instance, Visa recently recognized creators as small businesses, and Vesta entered the space through a collaboration with Schwarzwald Capital, supporting fintech innovations within the creator economy. This marks a shift from surface-level tools to more foundational advancements.
Clair Sidman, VP of Marketing, Collective Voice
Shopping Live Streams Will Become Essential in Driving Sales
Live streamed video is becoming more popular than ever with 37% of social media users finding live video content to be the most engaging type of in-feed content. And live stream watchers are also 43% more likely than average to say they’ll buy the premium version of a product which bodes well for brands across verticals.
Creators that Crack SEO Will Win (as will the brands that work with them)
As social media platforms (especially TikTok) become next gen search engines, the most successful creators will become pros at SEO and driving commerce via inspiration. More and more consumers are going online and looking to be inspired – “TikTok made me buy it” – than they are researching a specific product, especially for Gen Z. “Gen Z are more likely to use the internet to find new ideas and inspiration (51%) than to research products/brands (42%).”
Cultural Relevance Driven by Creative Exploration
Chasing virality has never been more gauche. Instead, brands are investing in cinematic advertising with cultural relevancy. Most recently, Volvo and Jaguar went head to head when they both dropped new campaigns in Fall 2024. The former broke every social-media advertising rule with its four minute runtime, overproduction and format. Yet it was widely praised for its moving and heartfelt storytelling, shot by Interstellar and Oppenheimer cinematographer Hoyte Van Hoytema. In contrast, Jaquar’s rebranding efforts were widely panned, their campaign a case study for style over substance.
Death of the Follower, Rise of the Newsletter
In 2024 we saw the beginnings of two major social media behavior shifts. First, to continue to grow their audience, the most successful creators will need to diversify their revenue streams. And second, social algorithms have officially evolved into an interest graph. For You feeds have completely overhauled how we are served and search for content. Even content from follower accounts are only served if you show sustained interest and engagement. This means creators will need to think about how to engage their audience in new ways and on new platforms to maintain loyalty and long-term community building.
Creators Will De-influence AI
Everyone is predicting that AI influence will only grow stronger in 2025 but we’re not convinced that it will take as big of a foothold in the content creation process. Generative AI will certainly make processes more efficient and marketers can and should leverage tools like social listening and AI learning to optimize their strategies and creator partner research. But with social media users already wary of influencer recommendations (friends and family remain the top trusted resource for product recommendations), we predict a groundswell of support for human-centered content and not artificial human content.
Emerging Creators Will Thrive Through Scaled Self-Serve Partnerships
Emerging creators are finding more opportunities as self-serve platforms simplify the way they connect with brands. With tools like auto-booking and turnkey campaigns, creators will easily land their first brand deals and start scaling their businesses earlier in their journey. Brands are also leaning into these platforms, trusting them to streamline the process, which leads to faster, more efficient collaborations. This is highly relevant for brands as micro-creators, in particular, are becoming a go-to choice for brands, as their content drives higher engagement and conversions while keeping costs low