Creator marketing is a must-have strategy in 2025.
Consumers are demanding authenticity on social media, and influencers and creators drive engagement, brand loyalty and full-funnel results in ways traditional advertising can't do alone.
From industry growth to the rise of video content, the impact of UGC and EGC and how different generations use social, consider this your go-to bible for the stats that prove what's moving the needle.
Creator Marketing Industry Growth in 2025
First, let's look at just how the industry has grown.
It's been a long time since the early days of Influencer Marketing. It's no longer a hard-to-measure tactic reserved for uber-celebrities. Today, it's evolved into the far more powerful world of Creator Marketing, bringing better performance for brands and more earning opportunities for creators.
1. The creator economy is valued at US$191.55 billion in 2025 and is projected to reach US$528.39 billion by 2030, growing at a CAGR of 22.5%. (Demand Sage)
2. The influencer marketing industry grew to US$24 billion in 2025, marking a 13.74% YoY increase. (Demand Sage)
3. 207 million people identify as content creators, including 45 million professional creators in the U.S. (Demand Sage)
4. More than 50 million creators earn income from content creation. (Influencer Marketing Hub)
5. Worldwide Influencer Marketing ad spend is expected to surpass US$35 billion. (Statista)
How much are brands using Creator Marketing in 2025?
The need for marketers to cut through on digital channels has never been higher. There are more platforms, ad formats, and eyeballs on digital than ever before.
Creators and influencers have proven their effective way to capture consumer attention and communicate authentically in ways brands can't do alone. But don't take our word for it, the proof is in the numbers;
1. 93% of brands plan to increase their creator marketing efforts in 2025. (Forbes)
2. A remarkable 94% of brands believe that creator content delivers a higher return on investment (ROI) than traditional digital advertising—a 20% increase from 2024. (Sling & Stone)
3. 41% of brands allocate at least 50% of their digital marketing budget to creators. (Forbes)
4. 56% of marketers plan to allocate more than half of their total ad spend to creator collaborations by the end of 2025. (Sprout Social)
5. Brands are now generating over 75% of their total content from creators (Net Influencer)
6. On average, brands make $6.50 for every $1 spent on Influencer Marketing, and 13% of brands make over $26. That's right, top marketers are generating over 26x ROI. (Convince & Convert)
The growth of video content
Video content (especially short-form) dominates on social media, as brands shift towards video-first campaigns and strategies.
Audiences and algorithms alike favor video content, leading to higher reach, engagement, and conversion rates. The demand for short-form video content has grown, making creators the answer to generating it at scale.
1. Short-form video gains 2.5 times more engagement than long-form videos on social (Zebracat)
2. Video content gets shared 1,200% more times than text and image-based content combined. (G2)
3. Ad spending on short-form videos is predicted to reach $111 billion in 2025. (Statista)
4. 78% of marketers report that video has directly helped increase sales. (Wyzowl)
5. 89% of marketers say video provides positive ROI. (Wyzowl)
6. 84% of consumers say they’ve been convinced to purchase a product or service after watching a brand’s video. (Wyzowl)
7. 68% of consumers prefer learning about a product through video rather than text. (Dash.app)
8. And closer to home, our Creator Marketing Performance Report shows short-form video content gained 93% of all engagements across TikTok and Instagram TRIBE campaigns. (TRIBE)
The performance of user-generated content (UGC)
UGC is an undeniably powerful tool for brands. It drives higher engagement and conversion rates than traditional brand-generated content due to the level of trust that everyday creators and influencers can build with their audiences. Here's some quick proof;
1. UGC ads see a 4x increase in CTR compared to brand-generated ads. (Meetanshi)
2. UGC improves conversion rates by 29%. (Sprout Social)
3. 40% of shoppers claim UGC is extremely or very important when deciding to complete an online purchase. (Salsify)
4. UGC-based ads receive 73% more positive comments on social media. (CreativePool)
5. Consumers are 2.4x more likely to view UGC as authentic compared to brand-created content. (HubSpot)
BONUS: Check out how TRIBE creators earned 8.8x higher VTR and 2.6x higher engagement rate for HALLS - compared to their brand-led creative.
The performance of employee-generated content (EGC)
Employee-generated content is now a powerful force in marketing. More and more brands leveraging their staff as influencers and creators to amplify their brand's message, creatively and authentically. But, EGC isn't just about generating content; it has a positive impact on employer branding and talent acquisition, making Employee Creator Programs an effective strategy for leading brands. Here's why;
1. Content shared by employees receives 8x more engagement than brand content. (Social Media Today)
2. EGC drives a 30% increase in brand reach. (Measure Studio)
3. 65% of brands report that EGC enhances their talent acquisition efforts. (LinkedIn)
4. 52% of consumers trust employees delivering a message vs. a company or brand itself. (Forbes)
5. Employee content gains a 3-5x higher click-through rate vs. brand-led content (Careerarc)
6. 27% of Millennial and Gen Z employees state they are more likely to post about their company on social media if their company makes it easier for them (Careerarc). That alone makes building a strategic Employee Creator Program all the more necessary.
Top statistics for B2C Creator Marketing
It's no secret that Creator Marketing has reshaped how B2C brands reach and convert customers. Consumers trust the recommendations and opinions of people vs. brand advertising. Creator-led content is more authentic, which on social media leads to high engagement, strong brand loyalty and improved sales. Here's what the data says;
1. 69% of consumers trust influencer recommendations (Marketing Dive)
2. 75% of people get purchasing advice from social media (Digital Marketing Institute)
3. 92% of consumers trust influencers over traditional ads. (Nielsen)
4. 79% of B2C brands rely on influencers for product launches. (Influencer Marketing Hub)
5. Influencer-led campaigns see a 10x increase in engagement compared to brand-created content. (Dash.app)
6. 73% of Gen Z consumers are more likely to buy from a brand that collaborates with creators they follow. (Sprout Social)
Top statistics for B2B Creator Marketing
In the B2B world, buyers turn to trusted voices, influencers and thought leaders over traditional advertising. B2B companies that partner with credible creators are seeing better engagement, stronger relationships, and more leads. Here’s some numbres to back it up:
1. 67% of B2B buyers engage with influencer content. (LinkedIn)
2. 81% of B2B marketers say influencer marketing is becoming more important in their industry. (Demand Sage)
3. 63% of B2B companies report improved lead generation from influencer partnerships. (Influencer Marketing Hub)
4. B2B influencer content generates 11x higher ROI than banner ads. (LinkedIn Business)
5. 75% of B2B buyers consult industry influencers before making purchasing decisions. (Sprout Social)
Creator Marketing performance by generation
It's important to understand how different generations interact with social media, content and creators. When targeting audiences based on age, their consumption habits and trust levels will impact your results.
1. 70% of Gen Z trust creator recommendations over traditional advertising. (Sprout Social)
2. 86% of Millennials follow influencers on social media for product recommendations. (Influencer Marketing Hub)
3. 60% of Gen X consumers say they have purchased a product after seeing it recommended by an influencer. (Demand Sage)
4. Millennials are the most likely to engage with long-form influencer content, with 65% watching creator videos that are 10+ minutes long. (Wyzowl)
5. Social Search is transforming how consumers discover brands. 64% of Gen Z and 49% of Millennial users turn to TikTok as a search engine. (Adobe Express)
Top three Creator Marketing stats by platform
Social Media is the engine behind Creator Marketing. Instagram, TikTok, YouTube, Snapchat and Pinterest all offer unique ways for creators to connect, engage, and influence through authentic content. Here’s why creator-led campaigns thrive across each channel:
TIKTOK
1. TikTok influencer engagement rates average 17.96%. (Amra&Elma)
2. 50% of TikTok users have bought a product after seeing it promoted by a creator. (Influencer Marketing Hub)
3. TikTok ads featuring creators achieve 142% higher engagement than traditional ads. (Dash.app)
1. 90% of Instagram users follow a business account. (EmbedSocial)
2. 87% of users take action after seeing a product promoted by an influencer. (Sprout Social)
3. Instagram Reels see 22% higher engagement than regular posts. (Wyzowl)
YOUTUBE
1. 70% of YouTube video consumption is driven by recommendations from creators and everyday people, indicating the platform's influence on decision-making. (UMA Technology)
2. YouTube delivers a 2.3x higher long-term return on ad spend (ROAS) vs. paid social. (Google Ads & Commerce)
3. 90% of people say they discover new brands and products on YouTube. (Wyzowl)
SNAPCHAT
1. 61% of Snapchat users say ads with creators feel more authentic. (Snapchat Business)
2. Creator-led campaigns on Snapchat generate 2x higher purchase intent. (Snapchat Business)
3. 75% of Gen Z and Millennials use Snapchat daily, making it a key platform for creator marketing. (Snapchat Business)
1. Creator content drives 20% more conversions than standard ads. (Pinterest Business)
2. 85% of Pinterest users have made a purchase based on creator content. (Sprout Social)
3. Pins featuring influencer collaborations see 3x more saves than brand-only posts. (Dash.app)
Need more reasons to invest in Creator Marketing?
You’re a diligent researcher, aren’t you?! We love that.
If you’re hungry for more, we recently crunched our own numbers in our first Creator Marketing Performance Report. Download it to access more industry data, unique insights from content published via our platform and some case studies from TRIBE brand partners getting great results.
The creator economy will continue to evolve, and marketers like you should be investing in creator partnerships, video content and UGC and EGC strategies that drive action through the full funnel.
Hit the button below to connect with our team on how to elevate your creator strategy today.
