As we end 2024 and enter a new year, the creator economy is projected to grow. The creator economy encompasses influencers, content creators, celebrities, musicians, chefs, and anyone who creates content online and shares it on digital platforms.
A recent study by LTK x Northwestern University found that 93% of brands reported they’ll either increase their creator budgets or their role in overall strategies. Additionally, 41% are investing at least half of their digital marketing budget on creators and influencers.
Creator content is moving beyond social media platforms. Ways brands plan to leverage it include:
- Connective TV (43%)
- Content marketing (56%)
- Television advertising (39%)
- Sponsorships (44%)
- Affiliate marketing (31%)
News Influencers Are Rising in Popularity
News influencers share updates on current events, politics, and social issues. According to Pew Research, 1 in 5 Americans regularly get news from social media influencers. Platforms like X, Instagram, and YouTube are home to 85% of these influencers, with 63% being men.
Gen Z and Millennials Reported Having 5–10 Favored Creators
Gen Z consumes 26%–37% more social media than other generations and follows an average of 10 creators, while millennials engage with about five. Nearly 45% of these users admire creators for their relatable content and aspirational lifestyles.
Creators Help Brands Overcome Marketing Challenges
Creators boost brand awareness (58%) and drive engagement in beauty (72%) and fashion (67%).
Other brand priorities in working with creators include:
- Generating content
- Loyalty and retention
- Generating sales
- Return on ad
As the creator economy continues to expand, brands must adapt to the evolving landscape by investing in creator marketing strategies. Leveraging creator content across diverse channels, from social media to connected TV, presents opportunities for increased brand visibility, engagement, and loyalty.
With younger generations increasingly seeking authenticity, creators will continue to play a crucial role in shaping the future of digital marketing, making them key partners in driving successful brand campaigns and achieving long-term growth.
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