Our data shows why this move makes sense.

Our exclusive research reveals what factors are influencing the path to purchase for personal care and beauty products.

Measuring creator performance is the top barrier to influencer marketing success (32%) for brand marketers worldwide, per an August 2024 CreatorIQ report.

Publicis purchases influencer marketing platform Captiv8: The deal highlights that marketers are seeing influencers as a must-have for brand growth.

Doing Things, a company of 40 creator-led brands including OverheardLA/NY and Recess Therapy, is ready to evolve from a meme account incubator into a comprehensive media company.

Linktree, a popular tool that allows users to share multiple links on one customizable home page, is introducing new ways for creators to monetize their content.

B2B brands are underutilizing creator marketing on LinkedIn, according to Rob Mayhew, a creator who left his agency leadership job to make funny B2B social media videos full time. "LinkedIn is the channel that everyone's sleeping on [for creator marketing], and it's got huge opportunity, especially for B2B," Mayhew said.

Finding the right creators remains the biggest hurdle for brand marketers, with 43.9% citing it as their top challenge despite 77.7% saying they increased their creator marketing budgets this year. That’s a key finding of new research from Spotter and EMARKETER on brands’ approaches to long-term partnerships.

With TikTok in limbo, Neptune is pitching itself as a mental-health-conscious, creator-first alternative, but it’ll need more than good vibes to scale

Influencer marketing spend will grow15% YoY, outpacing digital and social ad spending, and will reach $10.52 billion in 2025, EMARKETER forecasts. Despite its growth, influencer marketing has maintained a core communication issue—no one knows what to call the people who are doing the work.

As the creator economy grows, marketers are considering how they can incorporate AI into their strategies without compromising the consumer trust and human connection the industry relies on.

Sponsored content from influencers can help the payments network as it tries to build brand awareness among younger consumers

The solution will let the network capitalize on the quickly expanding creator economy

Brands already know they should be working with creators with diversified platform presences. But there are other ways brands can take a forward-looking approach to working with creators, especially as the creator economy evolves beyond social platforms.

On today’s special edition podcast, we discuss the evolution of creator content, how content is migrating off social channels, brand partnerships and the implications of AI on content. Join Vice President and Principal Analyst, Jasmine Enberg as she hosts Nicole Weltman, Head of Social from Taco Bell, Bryan Reisberg, Creator, CEO, and Co-Founder of Little Chonk, and Sarah Crockett, Senior Vice President and CMO of DSW. Listen everywhere and watch on YouTube and Spotify.

2025 is the year marketers will get serious about the creator economy, according to our analyst Jasmine Enberg.

This year's Sundance Film Festival featured Creator Day, a full day of programming dedicated to the creator economy and innovations in branded content. The unique event, crafted by Sundance's BrandStorytelling and sponsored by YouTube, aimed to highlight the creator industry’s development beyond sales-driven social posts into long-term brand partnerships.

Many notable data points emerged from this busy week, including Google's search usage, resounding global trust in influencer recommendations, and most Americans don't know they're using AI-enabled products (even though 99% recently have).

In the last 12 months cookies got a stay of execution, TikTok did not (yet), AI exploded, and viral content cluttered our feeds. So much happened in marketing in 2024, it can be difficult to cut through the noise and take stock of what to focus on in 2025.

Last year, marketers' priorities included navigating a rising connected TV (CTV) landscape, using AI to optimize budgets, and questioning whether traditional measurement strategies like last-click attribution could use improvement.