The creator economy is set to see continued momentum in the coming year, with brands doubling down on strategies that leverage the authentic voices of creators. To better understand the future landscape, we analyzed insights from the latest industry report by CreatorIQ and identified the top 2025 creator marketing statistics that are shaping the field.
Drawing on data from the report, we explore how brands can adapt their strategies to optimize creator-led content and stay ahead of the competition. Here’s a deep dive into seven critical statistics that will shape how brands engage with creators in the year ahead.
1. Creator marketing investment has skyrocketed by 143% over the past four years
Since 2021, the investment in creator marketing has surged by 143%, with enterprise organizations leading the charge. These companies now spend, on average, over $1.7 million annually on creator marketing. This impressive increase underscores a shift in priorities as brands recognize that creators are far more effective in engaging audiences than traditional advertising methods. The expansion also suggests that brands are no longer hesitating to allocate significant portions of their marketing budgets to creator-led initiatives, given the clear impact on brand visibility and consumer trust.
2. 70% of brands attribute their highest ROI campaigns to creator marketing
In a rapidly evolving digital landscape, creator marketing has proven to be a game-changer. Seventy percent of surveyed brands reported that their most successful campaigns in terms of ROI were driven by creator partnerships. This figure rises to 74% among enterprise-level organizations. The reason for this success lies in the ability of creators to produce content that is both relatable and engaging, fostering authentic connections with audiences. Compared to traditional digital advertising, which can often feel impersonal, creator content offers a personalized approach that resonates on a deeper level.
3. 94% of companies believe creator content delivers better ROI than traditional ads
Nearly all brands surveyed (94%) believe that creator content outperforms traditional digital advertising in terms of ROI. This marks a significant increase from 74% in the previous year, reflecting a growing confidence in the power of creator-driven campaigns. The shift is largely due to changes in consumer behavior—audiences today are more likely to engage with content that feels genuine rather than polished advertisements. As a result, brands are rethinking their strategies, increasingly prioritizing creator partnerships to tap into communities where trust and authenticity are key drivers of influence.
4. Brands are focusing on mid-tier creators for maximum ROI
While established creators with large followings (300,000-1 million) are still favored for long-term partnerships, brands are seeing the highest returns from mid-tier creators (100,000-300,000 followers). This shift can be attributed to the authenticity and close-knit communities these mid-tier creators foster. They strike the perfect balance between reach and engagement, offering brands a cost-effective way to connect with highly targeted audiences. By leveraging creators who maintain genuine relationships with their followers, brands can achieve better engagement rates and deeper consumer trust without the hefty price tag associated with top-tier influencers.
5. TikTok’s dominance in creator marketing continues to rise
TikTok has solidified its position as one of the most critical platforms for creator marketing. For the first time, TikTok has surpassed Instagram in terms of user preference, with 31% of creators now considering it the most creator-friendly platform. Additionally, 68% of creators report that TikTok is their most frequently used platform for content creation. This rapid rise is driven by TikTok’s unique algorithm, which favors content that engages users rather than prioritizing follower counts. For brands, this means an opportunity to reach new audiences and achieve viral engagement through authentic, short-form content that resonates with younger demographics.
6. 67% of creators increased their use of video content in 2024
Video content continues to be the most effective medium for capturing attention and driving engagement. In 2024, 67% of creators reported increasing their use of video content, particularly short-form formats like TikTok videos and Instagram Reels. The trend toward video content isn’t just a passing fad; it reflects a deeper shift in how consumers prefer to consume information. As platforms like TikTok, Instagram, and YouTube continue to evolve their algorithms to prioritize engaging videos, brands that invest in high-quality, short-form content are likely to see substantial returns in terms of reach and engagement.
7. Inclusivity is now a deciding factor for 84% of creators
Diversity and inclusivity have become non-negotiable for creators when deciding whether to collaborate with brands. According to the data, 84% of creators reported that a brand’s commitment to inclusivity is a significant factor in their decision to partner. This trend highlights the importance of brands not only in terms of what they sell but also in how they align with social values and causes. Creators are more inclined to work with brands that genuinely embrace diversity, equity, and inclusion, as it reflects positively on their own personal brand and resonates with their followers. Brands that fail to prioritize inclusivity may find themselves missing out on valuable creator partnerships and the engaged audiences they bring.
Maximize your brand’s impact with Social Native
As we look at these 2025 creator marketing statistics, it’s clear that brands are increasingly turning to creators to drive engagement, ROI, and authentic connections. At Social Native, we are at the forefront of this shift, empowering brands to seamlessly tap into the creator economy. Our platform connects you with diverse, talented creators who can deliver the high-quality content your brand needs to resonate with today’s audiences. By leveraging creator partnerships, we help brands maximize reach, enhance brand loyalty, and adapt to the evolving digital landscape—all in a cost-effective and scalable way. As the creator landscape continues to expand, Social Native is your partner in driving impactful, creator-led marketing strategies that deliver measurable results.
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