Welcome to the first Creator Marketing Newsletter of 2025! 🎉

With 2025 officially underway, it’s time to dive into what’s in store for the creator economy. I’ve rounded up some essential reading from top industry insiders and experts on the trends shaping 2025.

I’ve also included my perspective on the key shifts to watch and get ahead of now.

Trend watch: industry roundup 👇

ICYMI: Big Ideas to Get Excited About In 2025

Lia’s got a great roundup of predictions that’s definitely worth a read, giving you a solid view of the creator economy through 2025. She’s pulled together insights from over 20 creators, brand marketers, social strategists, and industry leaders, covering everything from the professionalization of the creator economy and the AI paradox to the rise of LinkedIn and the importance of niche storytelling and long-form content.

Kaya Yurieff: Four Predictions for the 2025 Creator Economy

Kaya offers a sharp take on the 2025 creator scene, highlighting four big trends. Things like a possible TikTok ban leading to a sale—maybe with Elon Musk involved—and heating up the social commerce race between Instagram and YouTube. She also says creators will get closer to Hollywood, expanding into all sorts of content formats. (You’ll need to provide your email address, but it’s free.)

10 Creator Economy Predictions for 2025

The Influencer Marketing Factory has put together a list of what they’re seeing for the creator economy in 2025, and there are some really key platform, content, and engagement shifts. Live streaming will grow in importance for real-time interaction and social commerce while creators move to longer-form content on YouTube, rivaling traditional TV. Social commerce will continue to rise, driven by affiliate creators on TikTok and Instagram, and Gen Alpha’s influence will reshape marketing strategies. They also predict the growth of creator-founded lifestyle brands and the rise of “comfort creators”.

26 Predictions for Social Media in 2025

Andrew Hutchinson’s got a solid, platform-by-platform view of what’s coming in social media for 2025. Stuff like Facebook using more AI and AR, Instagram improving filters and getting in on the AR glasses game, and LinkedIn focusing on real connections instead of just AI. He also says TikTok will still shake up e-commerce, even with the potential US ban.

5 Influencer Marketing Trends Set to Take Off in 2025

Katie Salcius from Pangaea is covering five key influencer marketing trends to watch in 2025, saying creators are becoming brand advisors and consultants, with brands opting for UGC, EGC, and long-term partnerships. LinkedIn is going to become more critical for B2C, too. Also, in-person events are making a comeback, with creators at their heart.

Where is the Creator Economy Headed in 2025?

Emma Cortes Ellendt provides a broader perspective on the creator economy, predicting a jump in brand investments in influencer partnerships, seeing more creator content on different channels (like CTV), and the rise of news influencers. Emma also underscores the importance of Gen Z and Millennials and how they are forming stronger connections with their favorite creators.

My predictions for the year ahead 👇

1. Regulatory scrutiny? Yeah, it's getting real

Okay, so this isn’t exactly groundbreaking news, but the creator economy is definitely getting a lot more attention from the rule-makers. Think of the FTC and similar groups around the world – they’re not just watching; they’re starting to make things official with updated guidelines around transparency. We’re also seeing some pretty big cases around copyright and who owns what. Bottom line? 2025 will be about getting and keeping your legal ducks in a row, whether you’re a brand or a creator.

So, what’s the play here? Influencer marketers and brands will need to really double down on compliance. That means ensuring campaigns aren’t just creative but also up to speed on the latest rules. Influencer agreements need to be super clear, like crystal clear. And it’s probably a good time to chat with your legal team.

2. Toward full-funnel mastery: It's about more than just top of the funnel now

Influencer marketing has evolved well beyond its traditional role as a top-of-funnel awareness driver. In 2025, this evolution will continue to speed up, with more brands seeing it as a comprehensive strategy with the potential to impact every stage of the customer journey. Why?

Primarily, the pressure for measurable ROI is intensifying. Brands are scrutinizing all marketing investments, and awareness alone is no longer sufficient. Decision-makers want direct contributions to conversions, retention, and revenue.

Advancements in data and measurement are also driving greater accountability. Newer and better tools are emerging to enable brands to more accurately assess influencer campaign impact throughout the customer journey, from discovery to purchase. And then there’s also the rise of social commerce. Social platforms are evolving with integrated e-commerce, making it easier for consumers to shop directly within apps via features on TikTok and Instagram and creating new opportunities for influencers to drive sales and conversions.

Additionally, we’re seeing a significant shift in consumer trust and behavior. Consumers are becoming more sophisticated in their online interactions. They are increasingly turning to trusted voices—influencers—for product validation and recommendations. This trust can be leveraged across the entire customer journey, not just at the beginning, as people are more likely to act on recommendations from someone they perceive as authentic, relatable, and an expert.

As a result, we’ll see more brands align influencer marketing with broader business objectives and integrate it across other channels. Influencer selection will likely become more sophisticated, focusing on a creator’s ability to engage audiences at different points in the customer journey.

This could mean partnering with various creator types —micro-influencers for deeper engagement or macro-influencers for broader visibility. It will also mean we’ll see brands increasing their investments in measurement, affiliate marketing tools, and creator marketing platforms. 

3. Peak BS: Genuine influence and authenticity for the win

The “deinfluencing” movement began gaining traction in late 2022 and is more than just a fad. From my POV, its emergence signals a real shift in how people consume and feel about overly promotional content. A growing number of consumers are over mindlessly consuming and have reached what some might call “peak bullshit”. They now actively seek greater authenticity, practicality, and intentionality in their consumption.

It’s about being genuine, not just pushing products - and with current economic uncertainties, people are also much more mindful about where their money goes. This shift towards genuine and intentional consumption will only intensify in 2025, distinguishing impactful, authentic influencers from those who fall flat and directly influencing brand-influencer partnerships and strategic outcomes.

Brands will prioritize working with creators who genuinely use and believe in their products, moving past hard sells and focusing on honest comparisons and practical advice that resonates with their target customers. They will also cultivate long-term relationships with genuine creators, fostering deeper collaboration and creating more meaningful content.

Additionally, more brands will recognize the potential of their own employees as credible voices, activating them as brand advocates and influencers and often providing training and support to create compelling content.

4. Private communities & channels: Towards exclusivity and more meaningful engagement

The shift towards platforms like Patreon, Substack, and Discord has accelerated in recent years, fueled by creators seeking alternative revenue, greater content ownership, and relief from the limitations of traditional social media, as well as consumers demanding more authentic engagement, sense of community, and exclusive content. In 2025, creators and brands will increasingly leverage these platforms' enhanced engagement and control to build targeted, deeply connected communities.

For creators, subscription platforms like Patreon and Substack will become even more popular and vital for cultivating authentic relationships and enabling recurring revenue through subscriptions and exclusive content. Creators will also leverage Discord to communicate in real time, creating dynamic and engaging niche communities with curated content and offers.

For brands, private creator communities will become a key channel for connecting with highly engaged audiences and driving meaningful conversions. Leading brands will prioritize offering exclusive content (such as behind-the-scenes peeks, premium insights, or early access to new products), early access (giving community members a first look or the opportunity to use products and features before they are widely available), and personalized interactions (including direct Q&A sessions, personalized recommendations, or private group discussions) to build trust and loyalty.

Consequently, leading brands will focus on partnerships with creators mastering these spaces, leveraging their expertise to tailor campaigns to the high engagement potential of these private communities and reach their loyal audiences.

Industry news and insights

TikTok at a crossroads: 23 experts weigh in on the ban, ByteDance, and what’s next

With the January 19 deadline looming for ByteDance to sell TikTok’s US operations or face a ban, the platform’s future is in the balance. As TikTok appeals to the Supreme Court, industry leaders and creators share their thoughts on what’s next for TikTok, its economic impact, and the potential fallout from a ban. Read more here

7 top campaigns and the tactics that drove success

Highs and lows characterized much of marketing in 2024. These breakthrough strategies propped up brand results and are great examples for marketing leaders under pressure to do more with less. Read more here

Google searches for ‘Creator Economy Jobs’ surge 900% YoY despite market slowdown

According to a new report from Creator Economy Jobs, interest in creator economy careers reaches record levels despite a significant decline in job openings during the fourth quarter of 2024. Read more here

What the rise of the niche and nano-creator means for influencer marketing

As the influencer marketplace and creator economy grow rapidly, marketers face the challenge of optimizing ad spend for maximum ROI. According to five influencer marketing executives interviewed, niche and nano-creators now offer the best value, delivering high impact at a lower cost. Read more here

Upcoming events

1 Billion Followers Summit, January 11-13, Dubai UAE

ANA Creator Marketing Conference, Jan 29-30, Santa Monica, CA

Creator Economy Live, February 4-5, Las Vegas

South by Southwest, March 7-15, Austin

Find influencers and automate your outreach

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Download the Chrome Extension: Unlock insights, find influencers faster and streamline your outreach.

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Get our special offer: Join our exclusive community

For a limited time, Product Hunt + Creator Marketing Community members will get a 15% discount on our paid plan. All you need to do is be accepted to the LinkedIn community, leave a comment on PH, and schedule a call with one of the founders.

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Interesting reads

‘News influencers’ are racking up billions of views – and not checking their facts [LINK]

In defense of being ‘extremely online.’ The creator economy by the numbers [LINK]

Influencers are putting together their post-TikTok plans as a potential ban looms [LINK]

How big tech sells the influencer American dream [LINK]

Here's how TikTok creators are preparing for a TikTok ban [LINK]

Free Creator Economy Resource List

Looking for the latest news and insights on the creator economy? We’ve curated a selection of top industry resources — all continuously updated— to help marketers navigate the creator economy more effectively. Check it out here 👇