The creator economy, once a fringe phenomenon of YouTubers, TikTokers, and Instagram influencers, is now a potent force reshaping the face of commerce, media consumption, and brand-building.
As we look toward 2025, this ecosystem will advance from “influencer marketing” to true enterprise creation—complete with professional structures, strategic partnerships, and new standards of accountability. Drawing on expert insights and the latest market data, here is how the creator economy of 2025 will evolve, transform, and flourish.
1. Creator Entrepreneurs: The New Power Players of Commerce
For much of the past decade, creators have been seen as little more than digital spokespeople, plugging brands and products on social media. But in the new era, they’re no longer simply “influencers”—they are entrepreneurs in their own right. Whether they’re launching fashion lines, consulting agencies, or lifestyle subscription products, creators have recognized that building a dedicated audience can translate directly into commercial success on their own terms.
“The creator economy is entering a transformative phase,” says Ed East, Group CEO and co-founder. “As creators grow more influential, the brands that truly support them beyond traditional paid partnerships will thrive in the long run. In 2025, we expect to see brands investing in creators’ education, well-being, and business development, recognizing that sustainable, long-term relationships go far beyond transactional campaigns.”
According to East, the key to success lies in forging partnerships that nurture creators’ personal and professional growth. In a world where creators are used to short-lived collaborations, genuine investment from brands in the broader facets of a creator’s life—learning opportunities, mental health support, and entrepreneurial skill-building—will set those brands apart. This holistic approach will encourage loyalty and fuel innovation within the industry.
Becky Owen, Chief Marketing Officer, echoes this evolution: “The rise of creator-founded businesses is a testament to the entrepreneurial spirit of the creator economy. As creators build their audiences and establish their brands, they are increasingly exploring opportunities to monetize their content through their own products and services. This trend is not only reshaping the SME market but also empowering creators to take control of their careers and financial futures.”
Supporting this view is compelling data:
- Two-thirds of consumers have bought a creator-founded product, brand, or service.
- The vast majority—93%—of marketers are planning on launching a co-created product or service with a creator in the future.
- 88% of creators have already launched a product or service.
- Consumers are more likely (27%) to buy creator-founded products and services than those of traditional brands (24%).
With these statistics, it’s clear that creators are not only capturing market share but distorting it in their favor. When a notable percentage of the public prefers products born out of a creator’s vision, rather than established “big box” brands, the entire commerce ecosystem must adapt.
2. Creators in Entertainment: Redefining Media Consumption
As media consumption continues to fragment, creators increasingly occupy roles once held only by big media houses, TV networks, and film studios. These online tastemakers and entrepreneurs now determine what the public watches, how often, and on what channels.
Alex Williamson, Global Creative Director, believes that “2025 will see more brands collaborate with creators to produce regular entertainment content formats, driving brand love, and ultimately brand preference. This will be complemented by performance marketing on social platforms, not replacing it.”
Branded entertainment, or “content-as-advertising,” is poised to gain greater traction. The interplay of sponsored content and robust storytelling can give consumers a sense of immersion rather than simply feeling like they’re being sold something. Williamson predicts that the bravest brands in 2025 “could even integrate products and e-commerce into their entertainment formats… If carefully managed, the product placement will feel organic and viewers will enjoy an intimate content series with their favorite creators while boosting brand love and contributing to brand sales.”
The shift toward creator-led entertainment has also been fueled by platforms themselves, points out Becky Owen, Global Chief Marketing Officer: “Social media platforms have become incubators for creators in entertainment, making their unique content formats dominant in modern culture.”
Where once a creator’s domain was limited to “niche” corners of the internet, these formats are now embraced by mainstream media. This not only demonstrates the growing influence of creators but also signals a new golden era of content creation—one in which a single innovative creator can spark trends that cross from digital to mainstream channels at record speed.
3. The Rise of Long-Form Content: Creating In-Depth Audience Engagement
In a world where attention spans are notoriously short, the unexpected growth of long-form content proves that audiences crave more than quick, fleeting bursts of entertainment. Indeed, in 2025, YouTube, podcast networks, and platforms like Substack will continue to flourish as creators—seeking deeper engagement and more sustainable revenue streams—turn to formats that allow for more robust storytelling.
Sophie Crowther, Talent Partnerships Director, explains: “As creators and audiences seek more in-depth, engaging experiences, platforms like YouTube are experiencing a renaissance. Expect this shift to accelerate in 2025, amplified by the growing popularity of subscription-based platforms like Substack and podcast networks, which offer creators the opportunity to curate exclusive or paywalled content for subscribers.”
Such long-form formats also enable creators to ‘own’ their audiences, mitigating the risk of dependence on a single platform’s algorithm. The ability to build newsletters, subscriber lists, and communities beyond Instagram or TikTok fosters true creative independence.
Creators are also using long-form storytelling to spark new forms of engagement. Emily Andras, Creative, points out that “Long-form content’s popularity is on the rise. In this environment, creators will feel emboldened to use multiple assets to tell a connected story over time. We’ve seen this in the willingness of younger demographics to watch movies in multiple TikToks, for example.”
She envisions campaigns in which a creator might craft an overarching narrative with each piece of content functioning as a chapter, showcasing both life evolution and product efficacy. This strategy offers marketers a cohesive approach: hooking audiences with a continued narrative arc while integrating brand messages more organically.
The data underscores this shift:
- Two in five consumers have engaged with long-form content in the past 12 months.
- Two-thirds of marketers and creators have increased long-form content production in that same period.
- One in three creators believes long-form content increases ROI.
4. Ambassador Programs: The New Era of Advocacy
Short-term influencer deals—often criticized as transactional and inauthentic—are on the wane. In their place, long-term ambassador programs are emerging, offering a more consistent and genuine synergy between brands and creators.
Piet Southey, Head of Clients, observes that “as brands seek to stay relevant in a crowded and rapidly evolving cultural landscape, they’ll increasingly rely on strategic partnerships with creators. Brands will progressively cultivate long-term relationships with creators, ensuring they have access to those who can deliver both planned and reactive campaigns.”
This move toward ambassadorships helps brands remain nimble, staying on the pulse of cultural and social trends while bringing authenticity to the fore. Irving Shark, Head of Companion, elaborates:
- “The number of one-off influencer collaborations will decline, giving way to long-term partnerships and ambassador programs, especially among younger audiences.”
- “Matching based on shared values will be critical. Brands will need to focus on creators who align closely with their mission and ethos, and content that highlights the creator’s genuine loyalty to the brand.”
- “With longer commitments, however, will come heightened scrutiny… brands will intensify their due diligence to ensure creators are true representatives of their values.”
Similarly, Simon Harwood, Global Effectiveness Director, predicts that “as transactional relationships between brands and creators are replaced with longer-term brand ambassador programs, expect to see creator activations with a more thoughtful, consistent approach to cement brand associations and drive future sales.” Instead of scattergun campaigns, brands will deploy a roster of creators to reach different segments meaningfully, in what Harwood calls a “small stacking” approach to produce big impacts.
A creative perspective comes from Emily Andras, who says, “Brand ambassador love is building—but in 2025, we’ll see brands using their ambassadors differently. It’s not just about one creator making multiple pieces of content. Brands will deploy niche experts as ambassadors to build specialty messaging for targeted audiences. They’ll also tap into ambassadors for reactive content, allowing for quicker reaction times and faster approvals, putting truly reactive content in reach.”
Data underscores a clear trend toward these more robust partnerships:
- 73% of marketers plan to increase investment in brand ambassador programs in the next 12 months.
- 61% of marketers already increased investment over the past year.
- A third of marketers are motivated to boost ambassador program spending because it delivers strong ROI.
5. Tech-Driven Influence: How AI and Wearables Are Shaping Tomorrow’s Creators
Few topics have stirred as much excitement (and, at times, skepticism) as artificial intelligence within the creator economy. While AI-generated content enjoyed an early hype cycle, many creators and brands are now integrating the technology more strategically.
Thomas Walters, Europe CEO and co-founder, remarks: “The initial excitement surrounding AI-generated art has tempered as the tools have become more accessible. As with all trends, the first movers benefitted from the early hype, but now that we are past the peak of adoption, creators will need to explore more sophisticated ways to leverage AI to stand out. That means applying the technology innovatively, using it to support their creative processes rather than relying on it as a standalone solution.”
Using AI to fine-tune production workflows—rather than creating entire campaigns with it—helps ensure content remains personal, relatable, and distinct. Meanwhile, Helena French, Account Executive, notes that “TikTok will continue to embrace AI across more of the platform’s functions, including content moderation and its algorithm… providing a better user-experience and increasing user retention while also increasing the discoverability of a greater diversity of creators.”
But it’s not just AI that’s stirring the pot in 2025: wearable technology is moving from a futuristic curiosity to a practical tool that can elevate creators’ content. Jake Guria-Garnett, Account Manager, believes we’re witnessing the “breakthrough year” for wearables like AR glasses. While price points are still a barrier, competition between Apple, Snap, and Meta is pushing major technological leaps. Soon, creators may shoot engaging POV content through smart glasses, streaming immersive live stories at music festivals or behind the scenes at exclusive events.
Indeed, the potential for wearables to offer fans a near-firsthand experience is huge, forging deeper connections between creators and their communities. Data suggests marketers are optimistic:
- Three in four marketers plan to increase investment in generative AI creator content, with two-thirds re-allocating budget from other channels.
- Marketers (75%) and creators (69%) overwhelmingly believe generative AI will positively disrupt the creator economy.
- Almost every marketer (92%) has commissioned generative AI content, and similarly, 91% of creators have experimented with AI-driven assets.
6. The Rise of B2B Influencer Marketing: How LinkedIn Creators Are Redefining Influence in 2025
While B2C creators have often stolen the limelight, B2B sectors are finding traction in the creator economy as well—especially on LinkedIn, a platform with its own distinct culture and built-in professional audience.
Christopher Douglas, Senior Strategy Manager, explains: “The creator economy has traditionally focused on B2C, often sidelining the unique opportunities it presents within the B2B space. Yet, as venture capital and start-up ecosystems continue to flourish, the potential for B2B influence has become a more appealing approach to business growth.”
Douglas argues that “founders, with their expertise and vision, represent a largely untapped resource for driving growth and visibility in B2B sectors… we anticipate a shift toward structured, founder-led influencer strategies… actively generating qualified business leads.”
When creators in the B2B realm share authentic knowledge, industry insights, or behind-the-scenes snapshots of their companies, they build trust and attract potential investors, clients, and partners. Ed East sees this move as a natural progression: “The rise in B2B creators is an inevitable result of the creator economy’s professionalization. As the natural home for professionals, LinkedIn has been a primary beneficiary of this shift.”
For marketers, the chance to humanize brands is enormous, while creators—many of whom are also building their own companies—can benefit from LinkedIn’s networking capabilities. Here’s what the data says:
- Three in five creators are committed to increasing their presence on LinkedIn over the next year.
- Creators are drawn to the platform for its high engagement, conversions, and creator earnings compared to B2C influencing.
- A majority of LinkedIn users are in favor of more creator content from brands.
7. Emerging Influencer Strategies: Trend-Driven Partnerships and Bold Collaborations
Trends move fast in social media. Some never fade—like the classic “unboxing” video—while others rise and fall within weeks. According to Emily Andras, Creative, 2025 may see a turning point in the ephemeral content cycle: “GRWM (Get Ready With Me) creator content is beginning to go from ubiquitous to overdone… We could be about to see a wave of more self-aware creators. For example, they might reference the tiredness of a format, or combine two tropes to make a unique outcome.”
This recognition of fatigue opens the door for creative reinvention. And across the brand side, Andrea Ahern, Senior Vice President, Head of Accounts, points out that companies are increasingly seeking out-of-category influencer partnerships:
“Brands are increasingly turning to ‘out-of-category’ influencer partnerships to reach new audiences and generate buzz. These collaborations, where creators work outside their usual niche, not only broaden a brand’s reach but also bring fresh, authentic perspectives to content.”
With competition for specialized creators heating up—particularly in niche sectors—brands are looking to less conventional partnerships. Rather than chase the same influencer across an entire vertical, marketers can tap into cross-industry synergy, potentially discovering more relevant, engaged communities in the process.
Cait Marron, Senior Vice President of Creative Strategy, sees an even broader shift: “Lines will continue to blur between marketing channels… Ultimately, it’s about reaching target audiences where they are, with content that’s most relevant to them. Breaking down silos and fragmenting planning lanes.”
Trend-based collaborations aren’t just fun for audiences—they’re also delivering results:
- 77% of marketers plan to increase trend-based content over the next 12 months.
- One in five brand social media posts is dedicated to trend-based content.
- Nine in ten creators report that trend-based social content outperforms non-trend content, and over a third say it drives better conversions.
8. From Followers to Shoppers: How Creators Are Transforming Social Commerce
Social commerce—the integration of shopping directly into social content—has taken off in recent years, driven by the convenience of in-app browsing, immediate feedback from peers, and influencer endorsements. However, the question is whether fans will tire of “shoppable posts” and endless product demos.
Irving Shark, Head of Companion, notes that “The success of social commerce on platforms such as TikTok, Instagram, and Pinterest will encourage other platforms to introduce their own social commerce features… A key growth area could be livestream shopping, which has seen massive success in China.”
For platforms, the risk is oversaturating feeds with transactional content, which could lead to user fatigue and push fans to alternative channels. Finding the right balance—where commerce is integrated but doesn’t overshadow the entertainment and community aspects—will be crucial to sustaining user loyalty.
9. Metrics That Matter: Measuring Success in the Creator Economy
Finally, as budgets for influencer and creator campaigns continue to rise, so do calls for standardized and robust measurement frameworks. Vanity metrics such as “impressions” and “likes” may still have a place, but they’re no longer enough to justify major marketing outlays.
Simon Harwood, Global Effectiveness Director, underscores this point: “As influencer budgets continue to command an increasing share of marketing investment, expect a shift away from decades old vanity metrics… towards holding influencer channels accountable with the same KPIs as the rest of the marketing mix—awareness, consideration, perception, sales—you name it. Measurement will need to keep pace with heightened expectations.”
Brands that can tie creator partnerships to direct business outcomes—be it incremental sales, higher brand recall, or improved sentiment—will have a significant edge in the marketplace. Meanwhile, creators who can deliver transparent, data-driven results will be positioned as premium partners.
Conclusion: Building a Sustainable Creator Ecosystem in 2025
By 2025, the creator economy will have moved far beyond likes and one-off posts. We will see creators who function as founders, forging their own business paths while collaborating deeply with brands that treat them as valued partners. At the same time, new entertainment formats—ranging from short, punchy Reels to long-form, subscription-backed video series—will cater to audiences who are hungry for depth as well as novelty.
Brands, for their part, will need to shift from short-term influencer deals to robust ambassadorships that engage the right creators year-round, empowering them as brand strategists, storytellers, and even product collaborators. Whether it’s in consumer-focused industries or B2B, the rise of the professionalized creator is unstoppable.
As AI matures and wearable tech reaches new levels of sophistication, expect an even greater range of content possibilities—from immersive, real-time experiences to hyper-personalized chatbots that respond to niche audience needs. Yet, even in a world shaped by algorithms and automation, the human element—the authenticity and passion creators bring to their work—will remain the glue that holds the ecosystem together.
The data is clear: creators drive purchasing decisions, shape cultural discourse, and spur new waves of innovation. Brands and marketers that embrace them as equal partners—while respecting their boundaries, creativity, and entrepreneurial ambitions—will be the ones to reap the rewards. In short, the creator economy of 2025 is less about “influencers” and more about business-savvy creative entrepreneurs forging a path to a more innovative and inclusive future.
The implications reach beyond commerce, impacting how we watch videos, read articles, make shopping decisions, and discuss ideas online. As we march forward into this new era, expect to see more cross-sector experiments, fresh storytelling formats, and a reevaluation of how we quantify success in digital marketing. After all, in a creator-led world, the numbers are only part of the story—behind every click or sale is a human connection that spells the difference between fleeting hype and lasting impact.
