Many marketers, social platforms, and media companies talk a big game when it comes to their creator strategies. But only some fully grasp or take advantage of creators’ influence beyond brand sponsorships on social media. Now the ripple effect of the Hollywood strikes on the creator economy will force more companies to walk the talk.

Key Question: How should marketers, social platforms, and media companies adjust their strategies as the power of the creator economy grows?

KEY STAT: Spending on sponsored social media content in the US will grow roughly 3.5 times faster in 2023 than social ad spending will—and it will remain ahead through 2025.