Content-First, Creator-Led: What’s Next for Influencer Marketing

The Creator Economy 

The creator economy has revolutionized the ways brands engage with audiences, transitioning from traditional media to a creator-led landscape. According to the latest “State of Creator Marketing 2024-2025” report by CreatorIQ and Sapio Research, brands are investing significantly more in creator marketing, with a marked increase in budgets, partnerships, and strategic shifts toward content-driven and creator-focused approaches. With nearly all industry leaders reporting that creator content drives more ROI than traditional advertising, brands are dedicating more budget and resources to influencer partnerships than ever before.

Creator Marketing’s Growing ROI Potential

With 98% of industry leaders affirming that creator content drives more ROI than traditional advertising, it’s no surprise that the creator marketing sector is booming. The report highlights that organizations, especially those with enterprise-level budgets, are allocating a substantial portion of their marketing funds to creators. Notably, companies spending over $1 million annually on creator marketing are achieving significant returns, with many brands’ highest ROI campaigns being led by creators. This shift reflects a growing reliance on creators to generate authentic, engaging content that connects with audiences in ways brand-owned content often cannot.

In numbers:

• Creator Content Generates Exponential Reach and Engagement: For Fortune 100 companies, creator content on platforms like TikTok and Instagram has generated up to 12x the impressions and 17x the engagements compared to brand-owned social channels. Apple, for instance, saw creator posts driving 683 times the volume of posts and 36 times the Earned Media Value (EMV) than its owned social channels.
• Creator Content is Content-First and Creator-Led: In an evolving digital ecosystem, creators act as brand ambassadors whose reach transcends traditional advertising methods. Brands that leverage creator partnerships consistently see higher engagement, making it essential for brands to approach these partnerships strategically and long-term.

Shifts in Budget and Allocation

The report reveals a notable 143% increase in average annual spending on creator marketing since 2021, driven primarily by enterprises that allocate about 52% of their marketing budgets to creator marketing. With this financial commitment comes a focus on high-impact creator collaborations that align with the brand’s message and reach goals. Notably:

• 74% of organizations reported increasing their creator marketing budgets year-over-year, with 78% planning further increases over the next two years.
• Growth in Dedicated Teams: Many organizations are building teams focused exclusively on creator marketing, indicating that brands view this form of engagement as essential rather than supplementary. LinkedIn data even placed “Influencer Marketing Manager” among the top 25 fastest-growing job titles in the U.S. for 2024.

Mid-Tier and Established Creators as Strategic Partners

The data from 2024-2025 suggests a notable trend: brands see higher ROI when partnering with mid-tier (100k-300k followers) and established creators (300k-1M followers). Mid-tier creators provide strong engagement through highly connected audiences, while established creators offer continuity and recurring partnership potential, making them ideal for brands that prioritize brand loyalty and retention over one-off engagements.

• 38% of brands consider established creators critical for ongoing partnerships, valuing their impact and consistency.
• 35% of brands view mid-tier creators as offering the highest ROI, often due to the authenticity they bring to campaigns and their cost-effectiveness compared to larger influencers.

The Rise of Video Content and Platform Dynamics

Video content remains the dominant format in influencer marketing, driven largely by platforms like TikTok and Instagram Reels. In 2024, 67% of creators reported using more video content than in previous years, with 49% of brands considering video the most effective social media strategy. TikTok, in particular, is gaining traction, offering a high level of engagement and favorable algorithms that prioritize content quality over follower count.

• TikTok and Instagram Lead Engagement: Agencies ranked TikTok above Instagram for ROI, with TikTok emerging as the “most creator-friendly” platform for its algorithm-driven, user-centric approach. Interestingly, despite TikTok’s ascendance, Instagram remains highly lucrative for creators, especially for sponsored content.
• Content Strategies Favor Short-Form: Brands and agencies alike are investing more heavily in short-form video, which continues to outpace static images in engagement rates.

Measuring Success in Creator Campaigns

As budgets increase, so does the demand for effective performance metrics. Surprisingly, for the first time in CreatorIQ’s survey history, budget and staffing are no longer the primary roadblocks in creator marketing. Instead, measuring the impact of creator campaigns has become a priority. Enterprise brands are especially focused on using specialized software to track the efficacy of their creator campaigns, which enables them to measure complex engagement data and understand where their campaigns are most effective.

• 70% of brands reported that creator marketing contributed to their highest-ROI campaigns in 2024, underscoring the value of these partnerships for both visibility and profitability.
• Performance Over Sales: Industry experts recommend brands focus on a broad set of performance indicators, including desirability, traffic, and overall brand sentiment, rather than exclusively on direct sales conversions.

Inclusivity and Brand Alignment

Inclusivity continues to be a growing consideration in creator partnerships, with 84% of creators factoring inclusivity into their decisions to work with brands. The emphasis on inclusive campaigns reflects an industry shift towards aligning brand values with audience expectations. Moreover:

• 46% of creators felt supported by brand partners based on their race or ethnicity, while 43% reported feeling undercompensated due to factors like gender identity.
• Inclusivity as a Priority: More than half of brands are prioritizing inclusivity in activations, with 50% making a concerted effort to include creators from diverse backgrounds. Brands also seek to create long-lasting partnerships with creators who represent the diverse values of their audience, fostering loyalty and advocacy.

Trends to Watch: AI and Sustainability

As the creator economy matures, brands are experimenting with new tools and priorities, including AI and sustainability:

• AI-Powered Solutions: 91% of brands reported using AI in creator marketing, from short-form content generation to analytics. AI’s role in creator marketing is expanding, allowing brands to generate data-driven insights and optimize content for broader reach and higher engagement.
• Sustainability and Ethics: The report notes that 87% of creators consider sustainability when choosing brand partnerships. Both creators and audiences are becoming more environmentally conscious, leading brands to align with values-based marketing that prioritizes ethical practices.

Eager To Learn More?

If you're interested in exploring how brands are tapping into influencer and creator partnerships, check out our other articles that delve into the intersection of social media, brand identity, and popular culture.

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