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The creator economy continues to evolve at an incredible pace. According to Deloitte’s Creator Economy in 3D report, the creator economy is now estimated to be valued at $250 billion.
We've reviewed insights from leading creator economy thinkers and media outlets to compile the following predictions for 2025. Here's what you should keep an eye on this year:
Creators are increasingly turning online communities into meaningful in-person experiences. In 2025, expect a greater emphasis on building real-world connections, with community-focused creators. The era where depth of connection surpasses breadth of reach is here, and creators who focus on structured, recurring meetups that strengthen their communities will see success.
Credit: Brett Dashevsky
This one has been talked about everywhere recently. LinkedIn’s “glowup”. LinkedIn’s emergence as an important platform for video content is changing the game in influencer marketing. With algorithm updates prioritizing creator content and expanded analytics, LinkedIn is attracting influencers and brands alike. This year, expect more agencies to specialize in LinkedIn influencer marketing, making it an important channel for professional-focused campaigns.
Credit: Ad Week
While promoting creator content on social media remains a key component of brand influencer strategies, brands are now expanding the use of creator content beyond social media platforms. This content is being repurposed across at least four different channels both within and outside of digital media. According to a survey from LTK and Northwestern University, 43% of brands indicated they plan to incorporate creator content into connected TV (CTV) ads.
Credit: Forbes
Marketers are using AI not just for efficiency but for creating enhanced personalization. By analyzing user behavior, AI can offer tailored messaging and optimize media spend. In women’s sports, for example, AI is being used to deliver customized fan experiences. The focus is shifting from broad, high-level AI applications to creating nuanced, individualized interactions that drive meaningful engagement.
Credit: Emarketer
With TikTok potentially facing a U.S. ban, creators and brands must adopt multichannel strategies to mitigate risks. Platforms like YouTube, Instagram, and Facebook stand to gain, but the key for marketers will be to collaborate with creators who have established audiences across multiple platforms. Diversification is the most important thing to ensure stability and growth amid all the major shifts in platform dynamics.
Credit: Ad Week
Celebrity-level influencers have been an integral part of marketing budgets, blending traditional fame with influencer strategy. Over the last few years, there has been more of a focus on micro influencers, but the last year shows that macro influencers are still in and commanding massive spends and impact. However, micro- and nano-influencers remain a priority, offering great engagement and authenticity at lower costs. Smaller creators, and also User Generated Content (UGC), will still be an important part of media strategies.
Credit: Vogue Business
While influencer marketing has boomed in other industries, pharma has been slower to adapt due to regulatory constraints. However, 2025 will see a rise in patient influencers who share personal health experiences and medical influencers offering clinical insights. These campaigns—grounded in personal stories and trust—will help the pharma industry engage with audiences in more relatable ways.
Credit: Ad Week
These forecasts show just how fast the creator economy is evolving in 2025. With so many platform innovations, the growing demand for authentic content and real-world connections, the changing political climate, brands and creators need to stay on their toes to keep up.
Keep an eye out as we dive deeper into these trends all year long.
