Creator marketing is growing faster than the broader advertising market. Spending on creator advertising reached $37 billion in 2025 and is projected to reach $44 billion the following year. Many brands are placing creators at the center of media strategies and product development. Adoption is uneven across company sizes. Small and direct-to-consumer brands have moved quickly, while larger companies have been slower to use the channel. In 2025, more than 94% of brand-sponsored creator videos came from small and D2C brands. A creator platform strategy leader explains why large brands take longer and how they can succeed when they do adopt creator marketing.
"Creator marketing is now a major channel that's growing faster than the broader advertising market, according to the IAB's 2025 Internet Advertising Revenue Report. Spending on creator advertising hit $37 billion in 2025 and is projected to reach $44 billion this year, as many brands put creators at the center of their media strategies and product development."
"But not every brand is moving at the same speed when it comes to working with creators. While small and startup brands have been quick to take advantage of creators, larger companies are much slower to use this channel. The CEO of data firm Gospel Stats told the Wall Street Journal that more than 94% of all brand-sponsored creator videos in 2025 were from small and D2C brands."
"I talked to Megan Vasquez, director of influencer strategy for creator platform Grin about why it's taking the big brands so long to utilize this channel and how they can be successful doing so. An excerpt from our conversation is later in this newsletter."
#creator-marketing #influencer-strategy #digital-advertising-revenue #brand-partnerships #d2c-marketing
Read at Forbes
Unable to calculate read time
Collection
[
|
...
]