More money is flowing into creator marketing — just not directly to creators
Brands are upping their creator marketing budgets, but creators say their branded content business isn’t growing as a result.
It’s no secret that brands are hot for creators in 2025. Overall marketing spend on the channel is projected to grow by over 12 percent this year, with advertisers such as Unilever committing to spend half of their marketing budgets on social channels by the end of the year. But increased spending on creator marketing does not necessarily mean increased spending on creator sponsorship deals.
With the winter holidays on the horizon, both creators and influencer marketers believe the majority of brands’ new investment in creator marketing is coming in the form of paid media inventory that allows advertisers to show up alongside creators, including Meta’s partnership ads and TikTok’s Spark Ads, as well as scalable options like affiliate marketing.
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Source:: Digiday
