2025年创作者经济：广告支出与策略报告

2025Creator

EconomyAdSpend&StrategyReport

ECONOMY2025:ADSPEND&STRATEGIES

November,2025

03

04

05

14

Tableof

Contents

Preface

KeyInsights

AdSpend&InvestmentCriteriaOperationalMechanics

21

27

34

39

CampaignGoals,KPIs&Measurement

AIUsage&Concerns

Recommendations&Resources

Appendix

CREATORECONOMY2025:ADSPEND&STRATEGIES

CREATORECONOMY2025:ADSPEND&STRATEGIES

Preface

TheCreatorEconomyintheU.S.hasrapidlyevolvedfromanichecontentmovementintoacentralforceshapinghowbrandsconnectwithconsumers.Whatbeganasawaveofindividualvoiceshasbecome

oneofthefastest-growingsectorsinallofmedia,nowblurringthelinesbetweenentertainment,

commerce,andcommunity.

Ascreatorstakeonalargerroleindrivingbrandrelevance,trust,andculturalimpact,theCreatorEconomyisincreasinglydefiningthefutureofadvertisingandmarketing.

Tobetterquantifyandunderstandthis

transformation,IABpartneredwithAdvertiser

Perceptionstoproducethe“2025CreatorEconomyAdSpend&StrategyReport”—afirst-of-its-kind

analysisofhowbrandsandagenciesareplanning,buying,andmeasuringcreatoradinvestment.

Thisresearchcombinesaquantitativesurveyofmorethan450U.S.adspenddecision-makerswhosebudgetsincludecreatoractivity,alongwith

qualitativeinterviewswithsenior-levelmarketingleadersshapingcreatorstrategiestoday.

Thisreportrevealsthat:

●U.S.creatoradspendisprojectedtoreach

$37Bin2025,growingfourtimesfasterthanthebroadermediaindustry*.Seepage6for

howwequantifiedCreatorEconomyadspend.

●Yet,amidthisgrowth,marketersfacepersistentchallenges:identifyingtherightcreators,

provingROI,andmanagingfragmentedtoolsandstandards.

●Threeinfourbrandsareusing/planningtouseAIforcreatormarketing-relatedtasks.

Onthefollowingpages,weprovideaclear,

data-drivenviewofwherethemarketstandsandwhereit’sheaded—offeringguidanceforbuyers,

sellers,creators,andplatformsonhowto

operationalizepartnerships,improvemeasurement,andaccelerateresponsiblegrowthastheCreatorEconomycontinuestoevolve.

3

*IAB2025OutlookStudy:SeptemberUpdate

02

03

01

04

KeyInsights

05

Aftermorethandoublingfrom2021-2024,CreatorEconomyadspendwill

climb26%in2025to$37B.

AdspendintheU.S.Creator

Economyin2025willgrowataratefourtimesfasterthanthemediaindustryoverall(+5.7%)*.

Spendincludesdirectpartnershipsbrandshavewithcreators,paid

amplificationofthosepartnerships,aswellascontentadjacencies**.

Thoughcreatorcampaignsmostoftenseekawarenessandreach,salesisalso

amongthetopgoals.

Thetop2goalsarebuildingbrandawareness,andreachingnew

audiences,whileenhancingbrandreputationisclosebehind.Thoughthese“start-of-journey”metrics

rankedthehighest,drivingonlinesaleswasfourth—showingthatbrandsdousecreatorsacrossthepurchasejourney.

Despiterapidgrowth,brandsciteidentifyingtheright

creatorstopartnerwithastheirtopchallenge.

Thislikelystemsfromahighly

fragmentedecosystemwith

multiplepartnershipmodels,

dispersedbudgets,andlimited

standardization–makingitdifficultforbrandstoconsistentlyevaluatecreatorreputation,audiencefit,andplatformpresence.

Threeinfourbrands

areusing/planningtouseAIforcreatormarketing-relatedtasks.

OfthebrandsusingAI,nearly

halfareleveragingittoeditand

personalizecontent;one-thirdareusingittomakesyntheticcontent;overall,theusesarecentered

aroundefficiency,scalability,andcontentrefinement.

Measurement,standards,andoperationaltoolsarethetopopportunityareasforimprovement.

Betterattributioncapabilities,

consistentreporting,andcreatordiscovery/vettingtoolsallpointtoanurgentneedforstandardsandtransparencyasbrandsseektolinkcreatormarketingtobusiness

outcomesandenablecross-platformcomparisons.

.

*IAB2025OutlookStudy:SeptemberUpdate

4

**Investmentbybrandstointentionallyrunadsadjacenttocreatorswithwhomtheydonothaveadirectpartnership.Includesanymediachannelthisoccurson.

CREATORECONOMY2025:ADSPEND&STRATEGIES

AdSpend&InvestmentCriteria

5

CREATORECONOMY2025:ADSPEND&STRATEGIES

ADSPEND&INVESTMENTCRITERIA

HowIABQuantifiesCreatorEconomyAdSpend

IAB’sU.S.CreatorEconomyadspendprojectionmeasurestheaddollarsthatbrandsintentionallyinvestincreatorsthroughdirectpartnershipsforsponsoredcontent,

amplifiedsponsoredcontent,andplannedcreatoradadjacencies(seetotheright).

Ourgoalwastoisolatetheintentionalandstrategic

advertisinginvestmentbrandsaremakinginthespace.

Otherindustryestimatesmaytakeabroadertotaladdressablemarket(“TAM”)approach,combining

non-advertisingcreatorrevenuesources,suchasaffiliatelinks,subscriptions,tips,andmerchandise,alongwithbothintentionalandunintentionaladvertisingcreator

adjacencies.Becausemuchofsocialcontentisnow

creator-produced,manyadsappearnexttocreatorcontentincidentallyratherthanbydesign,whichthose“TAM”

studiesmayalsocapture.

IAB’smethodologyinsteadfocusesstrictlyon

brand-directed,intentionaladspend—offeringatargetedviewofthemarketplacethatcapturesdeliberatecreatoradinvestmentratherthanthefullmonetizationecosystemsurroundingcreatorcontent.

DirectPartnerships

Thedirectenlistmentand

investmentincreatorsbybrandstopostsponsoredcontentonthecreator’schannel(s).

Amplification:SocialMedia

Theinvestmentbybrandsinpaidsocialmediaadstoamplifythe

sponsoredcontentpostedbytheircreatorpartners.

TYPESOFCREATORECONOMYADSPEND

Amplification:BeyondSocial

Theinvestmentbybrandsinpaidadsbeyondsocialmediatoamplifythesponsoredcontentpostedbytheircreatorpartners.

OtherAdAdjacencies

Investmentbybrandsto

intentionallyrunadsadjacenttocreatorswithwhomtheydonothaveadirectpartnership.Includesanymediachannelthisoccurson.

6

CREATORECONOMY2025:ADSPEND&STRATEGIES

ADSPEND&INVESTMENTCRITERIA

U.S.CreatorEconomyadspendisamongthefastest-growingsectorsinallofmedia

Adspendinthespacehasmorethandoubledsince2021,

risingfrom$13.9Bto$29.5Bin2024*.

For2025,weprojectanother26%ofYoYgrowthfrom$29.5Bto$37.1B,whichisabout4xfasterthanthemediaindustryoverall(+5.7%).**

$37B

ThetotaladinvestmentbrandsexpecttomakeintheCreatorEconomyin2025(U.S.only)

CREATORECONOMY2025:ADSPEND&STRATEGIES

U.S.ANNUALCREATORECONOMYADSPEND($B)

Estimated2025-2026

.2021-2024

$43.9

$37.1

+18%

$29.5

+34%

+26%

$22.1

$18.4

+32%

$13.9

+20%

2025Est.

2024

2023

2022

2021

2026Est.

Source:AdvertiserPerceptionsestimates

7

*Incl.directpartnershipsbrandshavewithcreators,paidamplificationofthosepartnerships,aswellascontentadjacencies,i.e.,investmentbybrandstointentionallyrunadsadjacenttocreatorswithwhomtheydonothaveadirectpartnership.Includesanymediachannelthisoccurson.

**

IAB2025OutlookStudy:SeptemberUpdate

ADSPEND&INVESTMENTCRITERIA

Growthspansalladspendtypesincl.directcreatorpartnerships,amplification,andadjacencies

Thediversitybyspendtypeshowshowcreatoradinvestmentisamultifacetedmarketingstrategy.

Infact,overnineintenbrands(notshown)investacrossallfourspendtypes.

Adjacenciesofferagoodwayforbrandstoensurerelevantandsuitableexposuretotargetedaudiencesatscale,withcoststypicallylowerthandirectpartnerships.

Theconsistencyacrossspendtypessuggeststhatbrandsarehavingequalsuccessexecutingandexperimenting

broadlyacrosseachactivationmodel.

Ofnoteisthatoperationalandmeasurementbarriersmay

constrainfastergrowthindirectpartnerships.

CREATORECONOMY2025:ADSPEND&STRATEGIES

U.S.ANNUALCREATORECONOMYADSPENDBYTYPE($B)

$7.9

$11.1

$13.2

$11.6

$7.1

$9.3

$11.2

$9.6

$5.9

$7.1

$8.9

$7.7

$4.7

$4.6

$6.9

$5.9

$3.9

$4.0

$5.4

$5.1

$3.3

$2.3

$4.0

$4.4

Legend

Intentional*adadjacenciestocreatorcontenton/beyondsocial

Paidamplificationbeyondsocialofcontentfromdirectpartnerships

Paidamplificationonsocialofcontentfromdirectpartnerships

Directpartnershipswithcreatorstoproduce/postcontent

+20%

+33%

+26%

+24%

$37.1

+12%

+19%

+19%

+22%

$43.9

$13.9

+20%

+73%

+35%

+18%

$18.4

+22%

+16%

+27%

+14%

$22.1

+25%

+53%

+29%

+31%

$29.5

2026Est.

2025Est.

2024

2023

2022

2021

Source:AdvertiserPerceptionsestimates

Totalsandspendtypesareslightlyoffduetorounding.

*Investmentbybrandstointentionallyrunadsadjacenttocreatorswithwhomtheydonothaveadirectpartnership.Includesanymediachannelthisoccurson.

8

ADSPEND&INVESTMENTCRITERIA

RetailandCPGleadintotaladspendwhiledouble-digitgrowthisexpectedineverycategory

Robustgrowthlevelscombinedwithallbutonecategoryexceeding$1Binannualspend,creatoradinvestmenthasbecomemainstream.

RetailandCPG(incl.beauty/personalcare)leadcreatoradspendbecausethey’reamongthetopspendingcategoriesoverall,combinedwithheavysocialbudgets.*Associalcommercegrows,creatorsdrivediscoveryandconversion—andretailcanclearlylinkcontenttosalesandROI.

$12.3

U.S.2025ESTIMATEDCREATORADSPENDBYCATEGORY($B)

+38%

YoYESTIMATEDGROWTH(2025vs.2024)

$2.1

+14%

$2.2

+31%

$1.9

+26%

$1.6

+11%

Auto

$1.5

+19%

Telecom

$1.3

+31%

Travel

$1.2

+16%

Home

$1.0

+40%

Health&Wellness

$0.4

+39%

Media&

Financial

Retail

Apparel

Tech

$5.5

+24%

CPG

Ent.

Source:AdvertiserPerceptionsestimates

9

*MagnaVerticalsReport,Fall2025

CREATORECONOMY2025:ADSPEND&STRATEGIES

ADSPEND&INVESTMENTCRITERIA

Creatoradspendisamongthetop“must-buys”forbrands

WithabouthalfofadspendersintheCreatorEconomyconsideringita“mustbuy”,rankingbehindonlysocial

mediaandpaidsearch,brandsarenowtreatingcreatorsasadistinct,essentialchannel,notjustatacticwithinsocialmedia.

BRANDSIZEINSIGHT

Forlargebrands*(notshown),CTVranksabovecreator,whileforsmallbrands*,CTVdropsto7th.

%OFBRANDSTHATCONSIDERTHEFOLLOWINGA“MUSTBUY”

(i.e.,NECESSARYFORMEDIAPLAN)

SocialMedia

PaidSearch(SEM)

Creators

CTV

CommerceMedia

DigitalDisplayLinearTV

DigitalAudio(excl.Podcasts)OnlineVideo

OtherTradMedia:Radio,Print,OOH

Podcasts

74%

60%

48%

40%

40%

39%

36%

30%

29%

26%

25%

CTVofferslargebrandsTV-likereachwithdigitalprecision,whilesmallerbrandsarelikelyconstrainedby

CTV’shighercostsand

productiondemands.

Base:TotalRespondents,n=453

*Smallspenders<$10Mannually,n=143;Largespenders$50M+annually,n=19710

CREATORECONOMY2025:ADSPEND&STRATEGIES

Q:Whichofthefollowingbestdescribesyouropinionofeachofthefollowingmediatypes?Answerchoices25%+shown.

“

Creatormarketingistheonethingthatcandeliver

personalizationatscale.Nothingcreatesintimacyatthelevelthatcreatormarketingcan.I’veneverseensomethingrepresenttheconceptof‘peoplelikeme’morethancreatormarketing.

C-SuiteExec.,AgencyHold.Co.

CREATORECONOMY2025:ADSPEND&STRATEGIES

ADSPEND&INVESTMENTCRITERIA

Rangingfrom10K-1Mfollowers,brandspartnermostwithmid-tier,macro,andmicrocreators

Withthemid-tier(50K–500Kfollowers),macro(500K–1M),andmicro(10K–50K)creatorgroupshavingthemostbrandadoption,thislikelyreflectstheirabilitytodeliveragoodbalanceofreach,contentquality,andaffordability.

BRANDSIZEINSIGHT

Havingtheavailableresourcesandneedforbroadimpact,largebrands*(notshown)aremostlikelytousemacrocreators

(62%vs.49%forsmallbrands*).Conversely,smallbrandsaremorelikelytousenanocreatorswith10Kfollowers(54%vs.38%).

%OFBRANDSTHATPARTNERWITHWITHCREATORS

BYFOLLOWERSHIPSIZE

61%

55%

Micro

10K-50KFollowers

55%

Macro

45%

Nano

1K-100KFollowers

42%

Top-Tier/Mega

Mid-Tier

30%

VIP/Celebrity

50-500KFollowers

500K-1MFollowers

1M-5MFollowers

5M+Followers

Q:Whichofthefollowingtypesofcreators/influencersareyouusing?Base:TotalRespondents,n=453

12

*Smallspenders<$10Mannually,n=143;Largespenders$50M+annually,n=197

CREATORECONOMY2025:ADSPEND&STRATEGIES

ADSPEND&INVESTMENTCRITERIA

Reputation,audiencefit,andplatformpresencedrivehowbrandsselectcreators

Creatorreputationandaudiencealignmentleadtheway,showingthatcredibilityandrelevancearekeytoeffectivepartnerships—andthatsuccessdependsonreachingtherightaudienceintherightenvironment.

BRANDSIZEINSIGHT

Smallbrands*(notshown)aremuchmorelikelytoprioritizeease,i.e.,creatorcollaboration,andadaptingtheassetsforotheruses—reinforcingtheimportanceofconveniencetobrandswithfewerresources.

CRITERIABRANDSUSEWHENSELECTINGCREATORS

(%SELECTEDASVERYIMPORTANT)

Creatorreputation58%

Audiencealignment56%

Presenceonmytargetplatforms54%

50%

46%

43%

38%

Alignmentwithbrandvalues/toneStrongpastperformance EaseofcollaborationCategoryexpertise

Cost-effective34%

Fastproduction/speed-to-market33%

Adaptablecontentforotheruses30%

Uniquevoice28%

Q:Whenselectingaspecificcreatortopartnerwithdirectly,howimportantiseachofthefollowing?Base:TotalRespondents,n=453

13

*Smallspenders<$10Mannually,n=143

CREATORECONOMY2025:ADSPEND&STRATEGIES

OperationalMechanics

14

CREATORECONOMY2025:ADSPEND&STRATEGIES

BRANDS’TOPCHALLENGESWITHCREATORMARKETING

(%SELECTEDASATOP3CHALLENGE)*

Identifyingtherightcreatorstopartnerwith/promote32%*

OPERATIONALMECHANICS

Thetopchallengebrandshavewithcreatormarketingis

Findingtherightcreatoristhetopchallengeasbrands

mustconsiderthecreator’sreputation,identity,and

presence—elementshardertodefineandmeasure,

particularlywhenidentity,audiencequality,and

performancedataarenotstandardizedacrossplatforms.

CATEGORYINSIGHT

CPGandretailersrankedcontrolling

identifyingtherightcreators

Managingrelationshipswithcreators/intermediariesControllingforcontentqualityEnsuringbrandintegrity

NegotiatingcontractsandlegalcomplianceMeasuringcampaignperformance

25%

25%

25%

25%

24%

ScalingcampaignsMitigatingfraudandinauthenticengagement HavingthetoolsformanagingcreatorbuysRepurposingcreatorcontentacrosschannelsKeepingupwithplatformchanges

20%

20%

forcontentqualityasthetopchallenge.

CPG,andretailcompaniesoftenworkacrosshundredsofSKUs,campaigns,andshoppertouchpointswhich

18%

18%

makesmaintainingaconsistentbrandlook,tone,andmessagingacrossallcreatorcontentcritical.

17%

16%

Havingexpertise(in-houseorclient)

13%

Lackoftransparencyinpaymentsandfees

15

*Percentagesappearlowerbecauserespondentsselectedonlytheirtopthreechoices;otherfactorslikelyremainrelevantbutwerenotrankedasleadingpriorities.

CREATORECONOMY2025:ADSPEND&STRATEGIES

Q:Whatareyour3biggestchallengesorpainpointswithcreatormarketing?;Base:TotalRespondents,n=453

“

Therearesomanychallengeswithfindingtheright

creator.Fromametricsandmeasurementperspective,isthereacreatorthathasahistoryofperformance?AndhowdoyouactuallyquantifywhatthatperformanceistounderstandiftheyIretherightcreator?

ProductMarketingLead,SocialPlatform

CREATORECONOMY2025:ADSPEND&STRATEGIES

OPERATIONALMECHANICS

defineshowcreators

Nosingleapproachbrandspartnerwith

%OFBRANDSUSINGTHEFOLLOWINGWAYS

OFWORKINGWITHCREATORS

.SocialNetworkorMediaCompanyDirectConnectionAgencyorCreatorPlatform

Brandsreport,atsimilaradoptionlevels,arangeofwaysofpartneringwithcreatorsincludingviathesocial

networks,mediacompanies,anddirectoutreach,aswellasanintermediaryincludingcreator-focusedagencies,creatorrepresentatives,etc.

Asaresult,brandsarenavigatingadiversemixof

intermediariesandsystems,choosingwhicheverpathwaybestfitstheirgoals,scale,andinternalcapabilities.

Thetopresult,socialnetwork-managed,creatormarketingplatformsshowshowplatform-nativesolutionshave

becomemainstreamentrypointsforadvertisers.

Creatorplatformsmanagedbysocialnetworks53%

(e.g.,YouTubeBrandConnect,TikTokCreatorMarketplace,etc.)

Creatorplatformsmanagedbymediacos.(excl.social)49%

(e.g.,influencermarketingcontractedviawebpublishers,TVnetworks,etc.)

48%

43%

(e.g.,CreatorIQ,Linqia,etc.)

41%

40%

28%

DirectoutreachtocreatorsCreatorplatformsindependentfromsocialmedia Creator-specificmediaandcreativeagencies Creator-specificrepresentationagenciesAffiliatenetworks

28%

Talentrepresentationagencies

(e.g.,UTA,WME,etc.)

20%

Sportsrepresentationagencies

(e.g.,Octagon,sportsdivisionsofUTAandWME,etc.)

Q:Howdoyouworkwithinfluencers/creatorswhencreatingsponsoredcontent?

Base:TotalRespondents,n=45317

CREATORECONOMY2025:ADSPEND&STRATEGIES

OPERATIONALMECHANICS

Ledbysocial,thefundingsourcesforcreatoradspendisbifurcated

Withnearlytwo-thirdsofcreatoradspendcomingfromsocialmediabudgetsfollowedbycreator-specific,andgeneraladvertisingbudgets,creatormarketingisnotyetuniversallytreatedasitsownestablishedlineitem.Instead,it’softencarvedoutofbroaderdigital,

social,orgeneraladvertisingpools,i.e.,fundingcanbereactive,inconsistent,orfragmentedacrossteams.

Thismayexplainwhyflat-feepricingdominates(seenextpage):Ifbudgetscomefrommultiple,andlikelyshiftingsources,flexible,performance-tiedmodelsbecomemorecomplicatedtoimplement.

%OFBRANDSUSINGTHEFOLLOWINGBUDGETS

TOFUNDCREATORMARKETING

53%

Creator-Specific

62%

SocialMedia

45%

General

Advertising

48%

34%

CreativeProduction

26%

Experimental

21%

Linear/CTV

GeneralDigitalAdvertising

Q:Whatbudget(s)fundyourcreatormarketinginvestments?

Base:TotalRespondents,n=45318

CREATORECONOMY2025:ADSPEND&STRATEGIES

OPERATIONALMECHANICS

Theheavyrelianceonflatfeessuggeststhatmostcreator/brandpartnershipsarestructuredforsimplicityratherthanoptimization.

Withperformance-based(49%)andretainerpaymodels(48%)usedfarlessoften,themarket

appearstofavorcostcertaintyovernuanced,results-drivenpricing.

Flat-feestructuresareparticularlypracticalforsmallerbrandsandcreatorswhichlikelylacksophisticatedROItracking.

CATEGORYINSIGHT

Forthefinance,andhealth&wellness

categories,wheredatasharingismorelimitedduetoregulatoryanddata-sharingrestrictionconcerns,nearlynineintenbrandsworkwithflat-feestructures.

3in4

Brandsareusingflat-feepaymentstructureswithcreators

Q:Whichofthefollowingpaymentstructuresdoyouusefordirectpartnershipswithcreators/influencers?

Base:TotalRespondents,n=45319

CREATORECONOMY2025:ADSPEND&STRATEGIES

“

Ithinkitcanbeassimpleasstartingwith

standardcontractterms.Someofthebasic

blockingandtacklingneedstohappen.Andthelackoforganizedstandardizationoragreement.

CreatorLead,SocialPlatform

CREATORECONOMY2025:ADSPEND&STRATEGIES

Campaign

Goals,KPIs

&Measurement

21

CREATORECONOMY2025:ADSPEND&STRATEGIES

CAMPAIGNGOALS,KPIs&MEASUREMENT

BRANDS’TOPGOALS/OBJECTIVESFORCREATORMARKETING

(%SELECTEDASATOP3GOAL/OBJECTIVE)*

oStart-of-JourneyeMid-JourneyEnd-of-Journey

Buildingbrandawareness43%*

Reachingnewaudiences41%

Thoughcampaignsmostoftenseekawarenessandreach,salesisalsoamongthetopgoals

Thetwomost-usedgoalsarebuildingbrandawarenessandreachingnewaudiences;however,enhancingbrandreputationandtrust,typicallya“mid-journey”metric,isclosebehind.

35%

Enhancingbrandreputation/trustDrivingonlinesales/conversionsIncreasingconsideration

IncreasingsocialmediaengagementGeneratingleads

32%

32%

Although,“start-of-journey”metricsrankedthehighest,drivingonlinesalesrankedfourth,showingthatbrandsusecreatorsacrossthepurchasejourney.

30%

Ofnote,“start-of-journey”metricsmaybeusedmoreoftenduetolimitationsattributing“end-of-journey”metricssuchassales(seepage25formoreinfo).

CATEGORYINSIGHT

CPGbrands,andretailers(notshown)citeddrivingonlinesalesasthe

topgoal/objective.

27%

19%

18%

16%

Drivingofflinesales/conversions Drivingwebsitetraffic/engagementDrivingin-storefoottraffic/engagement

*Percentagesappearlowerbecauserespondentsselectedonlytheirtopthreechoices;otherfactorslikelyremainrelevantbutwerenotrankedasleadingpriorities.

22

Q:Whatareyourmaingoals/objectivesforusingcreatormarketing?Selectupto3.;Base:TotalRespondents,n=453

CREATORECONOMY2025:ADSPEND&STRATEGIES

CAMPAIGNGOALS,KPIs&MEASUREMENT

ROIisthemostcommonKPIbrandsusefortheircreatorcampaigns

DISCONNECT:Whilethemostcommoncampaigngoalsarebuildingawareness,reachingnewaudiences,andenhancingtrust,ROIranksasthetopKPI—aperformancemetricthatdoesn'tdirectlymeasurethosebrand-buildingoutcomes.ThisemphasisonROIlikelyreflectsthefactthatdrivingsaleswasthefourthmostcommongoal(seethepreviouspage).

CATEGORYINSIGHT:Thehealth&wellness,andfinancecategories(notshown)citedengagementratesastheir#1KPIaheadofROI(44%vs.35%)whichislikelyduetogreaterregulatory-driven,datameasurementchallengesinthoseindustries.

BRANDS’TOPKPIsFORCREATORCAMPAIGNS

40%*

(%SELECTEDASATOP3KPI)*

34%

30%

26%

23%

24%

21%

19%

17%

Reach/frequency

Impressions/views

OverallROI

Brandfollowergrowth

Cost-per-acquisition

Sitetraffic

Engagementrates

Cost-per-Branded

leadsearch

*Percentagesappearlowerbecauserespondentsselectedonlytheirtopthreechoices;otherfactorslikelyremainrelevantbutwerenotrankedasleadingpriorities.

Base:TotalRespondents,n=453;Q:WhatareyourmainKPIsforusingcreatormarketing?Selectupto3.23

CREATORECONOMY2025:ADSPEND&STRATEGIES

CAMPAIGNGOALS,KPIs&MEASUREMENT

PRIMARYSOURCESUSEDBYBRANDSTOMEASURECREATORMARKETINGKPIs

Platformreportingand1Pdataarethetoptwomeasurementsources

AdplatformreportingInternal/1Panalytics

55%

Withmostcreatormarketingperformancebeingmeasuredusingadplatformreportingandinternal/first-partyanalytics,brandsarestillrelyingheavilyonplatform-provideddata.

49%

Farfeweruseindependentorbusiness-levelsourceslikesalesdata,

Creator-providedreportingInternalbusinessKPIs/salesdata 3PmeasurementprovidersSurvey-basedbrandliftstudies

39%

third-partymeasurementproviders,orbrandliftstudies,revealinga

fragmentedandplatform-centricmeasurementlandscape.

37%

35%

Becausemostdatastillcomesfromplatformsthemselves,marketersaremeasuringwithinsilos—makingROItheeasiest,ifimperfect,

benchmarkforsuccess.

34%

32%

29%

RetailerorpartnerdataMMM

26%

Foottrafficmeasurementsolutions

25%

MTA

Q:WhatareyourprimarysourcesyouusetomeasureyourKPIsforcreatormarketing?

Base:TotalRespondents,n=45324

CREATORECONOMY2025:ADSPEND&STRATEGIES

CAMPAIGNGOALS,KPIs&MEASUREMENT

Yet,provingROIisthebiggesthurdletomeasuringsuccess

BRANDS’TOPCHALLENGESWITHCREATORMARKETING

MEASUREMENTANDATTRIBUTION

(%SELECTEDASATOP3CHALLENGE)*

Nearly40%ofbrandsciteprovingROIastheirtopchallenge.Thatalongwithchallengesattributingsalestocreators

highlightsthedifficultyinconnectingcreator-driveninfluencetomeasurablebusinessoutcomes.

CATEGORYINSIGHT

Finance,andhealth&wellnessbrands(notshown)stoodout,with58%citingprovingROIastheirtopchallenge—reflectinggreaterregulatoryaswellasperformancepressuretovalidatecreatorinvestment.

Auto,tech,andtelecombrands(notshown)citedincorporatingresultsintoMMMsastheirtopchallenge—highlightinghow

traditionalmodelsstruggletocapturecreator-drivenimpact.

ProvingROI

Attributingsalestocreators Trackinglong-termimpact/loyalty AttributingbrandlifttocreatorsIncorporatingcreatorresultsinMMMs

Measuringreach/frequencyComparingROItootherchannels

Incorporating3PtrackingInconsistentreportingacrossplatforms

Inconsistentreportingacrosscreators

39%*

34%

32%

31%

28%

26%

26%

24%

23%

22%

*Percentagesappearlowerbecauserespondentsselectedonlytheirtopthreechoices;otherfactorslikelyremainrelevantbutwerenotrankedasleadingpriorities.

CREATORECONOMY2025:ADSPEND&STRATEGIES

Q:Whichofthefollowingareyour3biggestchallengesorpainpointsspecificallywithcreatormarketingmeasurementandattribution?25Base:TotalRespondents,n=453

“

Thesophisticatedclientsarelookingat

totality.What'smycosttogrowmyaudience?Howengagedisthisaudience?Andthenhowdoesthatconverttosalesoverall?ThatIs

reallywhataCMOislookingat.

MarketingLead,CreatorPlatform

CREATORECONOMY2025:ADSPEND&STRATEGIES

AIUsage

&Concerns

27

CREATORECONOMY2025:ADSPEND&STRATEGIES

AIUSAGE&CONCERNS

to

Threeinfourbrandsareusing/planninguseAIforcreatormarketingtasks

ADOPTIONOFAIFORCREATORCONTENT

CREATIONANDWORKPROCESSES

(%OFBRANDS)

ThisheavyadoptionsignalsacurrentandfuturewidespreadacceptanceofAIasastandardcreativeandoperationaltool.

46%

TheindustryisenteringatippingpointwhereAIisnolongeroptional,butanincreasinglyintegralpartofhowbrandsandcreatorsplan,

produce,andoptimizecontent.

CATEGORYINSIGHT

Finance,andhealth&wellnessbrands(notshown)areslowertoadoptAIastheyoperateintrust-andcompliance-intensiveenvironmentswherecontentmustmeethighereth