The creator economy is at a tipping point. Creators have become publishers in their own right, redefining how they connect with brands, earn compensation, and grow.
CreatorIQ's State of Creator Marketing Report: Trends and Trajectory 2024-2025 highlights some significant shifts and opportunities that will impact creators in the years ahead. Featuring responses from over 200 creators, the report details how creator opinions have changed over the five years that we've run this survey. 2024 marks the first year with significant shifts in platform usage, what drives creator satisfaction, and compensation practices.
TikTok’s Takeover: The New Go-To Platform for Creators
For the first time in five years, TikTok has surpassed Instagram as the platform that creators use most regularly. In 2024, 68% of creators reported posting content on TikTok, compared to 67% who regularly used Instagram. This shift comes as TikTok continues to position itself as the most creator-friendly platform. A massive 31% of creators considered TikTok the most welcoming space for their work, and it's easy to see why: TikTok’s algorithm prioritizes engaging content over follower counts, giving creators more visibility and reach.
TikTok Is The Platform Creators Most Regularly Create Content On
However, Instagram still holds a crucial spot in creators' arsenals. While TikTok leads in user frequency, Instagram remains the most lucrative, with 28% of creators naming it their top income-generating platform. This dual-platform strategy is essential for creators aiming to maximize both engagement and earnings.
The Growing Gap Between Creator Expectations and Brand Compensation
One of the most striking revelations from the report is the gap between what creators expect to earn and what brands are willing to pay. Creators with 1,000 to 25,000 followers, for example, expect around $5,500 for a single Instagram post. In contrast, brands only budget an average of $3,900 for creators with fewer than 100,000 followers. While larger creators with over a million followers command an average of $40,000 per post, many creators still struggle with inconsistent pay.
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Owned Vs. Creator Content on TikTok and Instagram
This discrepancy underscores the need for more transparent and fair compensation practices. Despite these challenges, more creators are seeing higher earnings year-over-year, with 51% reporting increased pay for their content. Yet, many still receive compensation for less than half of the content they produce, highlighting room for improvement.
The Rise of Creator-Centric Partnerships
Top Contributors to Creator Satisfaction
What keeps creators motivated in this rapidly growing industry? It’s not just about financial compensation—although that’s important. According to our survey, growth opportunities rank as the top factor contributing to creator satisfaction. This includes brand-led workshops, training sessions, and other initiatives that help creators hone their skills and expand their audiences. Brands that prioritize these investments tend to build stronger, more meaningful relationships with creators, which can lead to long-term collaborations and better content quality. The attention toward growth opportunities marks a shift from 2023, when compensation was the No.1 indicator for creator satisfaction, attracting 59% of creators, and growth opportunities was the third most important factor (selected by 15% of creators).
Brand Values Matter Now More Than Ever to Creators
Katryna Ton, Content Creator
Interestingly, creators are also paying closer attention to brand values now than ever before. A whopping 84% say inclusivity influences their decision to work with a brand, and 87% consider sustainability important when seeking brand partnerships. Creators are increasingly selective, prioritizing partnerships that align with their ethics and vision, making it critical for brands to lead with purpose.
How Creators Determine Whether to Work With a Brand
Video Content and Creative Control Remain Essential
The appetite for video content continues to soar. Nearly 67% of creators have increased their use of video over the past year, with short-form content on platforms like TikTok, Instagram Reels, and YouTube Shorts driving this trend. Creators report that video correlates with higher engagement and greater opportunities for monetization.
67% of Creators Use Video Content More Than Last Year
Additionally, creative control remains non-negotiable for most creators. An overwhelming 99% say that having control over their content is crucial when working with brands. This desire for creative freedom is closely linked to authenticity—creators understand their audiences best and want to maintain their unique voices.
Key Creator Trends for 2025
The future of creator marketing is bright, but it's also demanding. As creator marketing becomes more content-first and creator-led, platforms and brands must adapt. Emerging trends like increased reliance on AI for content generation, heightened focus on ethical partnerships, and the demand for accurate measurement tools will shape how creators and brands collaborate.
Whether you’re a creator or a brand, staying agile and attuned to these shifts will be vital. The creator economy is only getting bigger, and the opportunities are bound to grow as we move further into 2025.