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EMARKETER

Creator Economy Trends to Watch in 2025

Marketers and (Some) Creators Get Serious as the Industry Professionalizes

Report by Jasmine Enberg  |  Dec 16, 2024

Top Trends to Watch in 2025

Need-to-Know Trends Across 12 Industries and 6 Regions

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Table of Contents
Creators will scale their content beyond social media, and the dollars will follow
Influencer marketing will be held to higher measurement standards
AI will improve influencer identification, boosting the long tail of creators
Serial creator videos will take over social media, shifting TV audiences and revenues
Creator commerce will reshape retail, both on and off social media
Sources
Media Gallery
About This Report
2024 was a year of legitimacy for the creator economy. 2025 will be a year of professionalization, as creator content scales beyond social media and marketers focus on proving the ROI of their growing influencer marketing investments.
Topics
Influencer Marketing
US
Table of Contents
Creators will scale their content beyond social media, and the dollars will follow
Influencer marketing will be held to higher measurement standards
AI will improve influencer identification, boosting the long tail of creators
Serial creator videos will take over social media, shifting TV audiences and revenues
Creator commerce will reshape retail, both on and off social media
Sources
Media Gallery

2025 will be a year of professionalization for the creator economy. Marketers will get serious about influencer marketing as the tactic is held to higher measurement standards. Some creators and influencers will also get more serious, as their social content moves from ad hoc to episodic—and scales into podcasts, CTV, and retail.

Here’s what’s in the full report

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Table of Contents

  1. Creators will scale their content beyond social media, and the dollars will follow
  2. Influencer marketing will be held to higher measurement standards
  3. AI will improve influencer identification, boosting the long tail of creators
  1. Serial creator videos will take over social media, shifting TV audiences and revenues
  2. Creator commerce will reshape retail, both on and off social media
  3. Sources
  1. Media Gallery

Charts in This Report

US Creators' Social Media Earnings Are Fast Approaching the $15 Billion Mark (billions in US social media creator revenues and % change, 2021-2025)US Sponsored Content Spending, 2021-2025 (billions and % change)
Engagement Rate Is the Top Factor for Marketers When Selecting Creators to Work With (% of brands worldwide* who consider each factor when selecting a creator, Aug 2024)From Which Channels Did US Enterprise Marketers* Source Funding for the Increase in Influencer Marketing Budgets in 2024? (% of respondents, Sep 2024)
Over 9 in 10 US Marketers Plan to Promote Creator Partnerships via Retail Media Networks in 2025 (% of US marketers who have recently* invested in creator marketing, Q3 2024)

authors

Jasmine Enberg

Contributors

Rahul Chadha
Director, Report Editing
Nikolai Dineros
Donte Gibson
Senior Charts Editor
Minda Smiley
Senior Analyst, Social Media
Andrew Spink
Forecasting Analyst
Tracy Tang
Senior Researcher
Paul Verna
VP, Content
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