Experts predict trends in creator economy, raise expectations for 2025
By Abimbola Mohammed
As the creator economy continues to grow and evolve, experts predict that 2025 will be a pivotal year for influencers, content creators, and brands alike. According to a report by Statista, the global influencer marketing market is projected to reach $24.1 billion by 2025, up from $13.8 billion in 2022. Meanwhile, a survey by Euromonitor International found that 71% of consumers are more likely to trust recommendations from influencers than from brands themselves.
The creator economy is poised for significant shifts in the coming year, driven by changing consumer behaviors and advances in technology. From the rise of live shopping and long-form content to the increasing importance of AI tools and in-person networking, creators and brands must adapt to these trends to remain relevant.
Sidewalker Daily, a YouTube personality, shared her insights on what 2025 holds for creators and the creator economy in terms of trends and predictions in a recent video on her YouTube page. According to her, audiences now crave live interactions with brands, rather than batched content. “They want you to be live and communicate with them, rather than batching content for months,” she emphasized.
2025 is poised to be the year when creators are regarded as professionals. This shift is evident in the increasing number of creators being quoted in the media. A report by Sprout Media reveals that people now trust influencers 30% more than they did previously. As a result, influencers are transitioning from being peripheral figures to becoming integral players in the media landscape. With many creators owning their own brands and receiving media training, 2025 is shaping up to be the year of the career influencer.
Another significant trend to watch out for is the rise of LinkedIn as a platform for influencers. Sidewalker Daily noted that influencers are now leveraging LinkedIn to share different content than what they post on other social media platforms. By doing so, they are using the platform strategically to discuss partnerships, collaborations, and take their businesses to the next level.
The coming year will also see creators exploring alternative revenue streams by selling directly to their audiences. This shift is driven by their desire to diversify their income. Furthermore, creators are becoming more confident in their worth and are no longer desperate for brand deals. As a result, they are walking away from partnerships that do not align with their values, marking a significant shift in the balance of power between creators and brands.
Other trends to expect in 2025 include the continued growth of live shopping, driven by platforms like TikTok Shop and Amazon Videos. In-person networking will also become increasingly important, with creators making a concerted effort to connect with brands and foster meaningful partnerships. Additionally, long-form content will experience a resurgence, as some niche communities seek more in-depth content. Finally, the use of AI tools will become more prevalent, enabling creators to streamline their content creation processes and produce high-quality content more efficiently.
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