BY Kathy Crosett
Your accounts might be hearing a lot about content creators. After all, marketers are spending $38B on this effort in 2025. But who are these creators, and should your accounts be using them?
The Content Creator Trend
The content creator trend grew out of marketer use of influencers. Many influencers were trying to “subtly influence behavior” with their social posts. Brands grew more trusting of their best influencers. They started hiring them to develop brand-related content. Some professionals in the content creation sphere are also engaged in brand building, and many use AI. They have become true partners with their brands.
What Are Brands Seeking
Content creators are in demand. To understand how quickly this segment is growing, consider these details: The IAB reports that general media spending is growing around 6%, but the creative ad spending grew 26% this year.
Surveys about business goals nearly always indicate that brands want to increase sales.
Until now, when brands turned to influencers, they understood that brand awareness was the most likely outcome. But as they work with content creators, which can be expensive, they are emphasizing their key goal — they want to increase sales.
Finding the Right Creator
Marketers looking for creators consider a range of factors before signing a contract. The IAB found the following details are key:
- Reputation 58%
- Audience alignment 56%
- Presence on their target platforms 54%
In addition, smaller advertisers also look for a creator who is easy to work with and the flexibility to use the assets in other media formats. These preferences indicate the importance of keeping costs low.
If your accounts are considering the use of a creator, you can help them find the right match. Here’s how most brands find their creators:
- Creator platforms managed by social networks 53%
- Creator platforms managed by media companies 49%
- Direct outreach 48%
While many companies find and manage their own creators, you can sell your accounts on your creator services.
You may also want to encourage them to separately budget for this expense. Around 53% of brands have a creator-specific line item in their ad budget.
With a separate line item, marketers find it easier to establish a fee schedule and set goals. Setting goals will also allow your accounts to measure the success of their creator investment.
Content Creator Services
Brands pay their creators for a variety of services. The relationship usually begins with brands paying for the sponsored content the creator posts to their channel. This segment is valued at around $11.6B, according to the IAB. Brands also pay for social ads to support their sponsored content, an effort that amounts to $13.2B in the U.S. this year.
Once brands have invested in a content creator, they often purchase ads beyond the social channel to support the original content and that annual spending amounts to $11B. In addition, they run ads run adjacent to other creator channels they don’t directly contract with and spend $7.9B.
Media Spending Beyond Social
Your accounts have options when it comes to media buying and expanding the reach of their investment. A big majority, 74%, pay for social media ads. Nearly 60% also invest in paid search. The next format on the must-buy list for marketers is creators – 48%.
Creator advertising versus CTV
While around 40% of brands buy CTV advertising, analysts noted an interesting distinction between large and small accounts. Smaller advertisers are a little less likely to pay for CTV advertising because of “higher costs and production demands.” This means the smaller accounts are a bit more likely to pay for creator ad spending.
The IAB report also highlights that fewer than 40% of brands consider linear TV, traditional media like radio or print, and podcasts to be must-buy media.
Who Invests in Creator Advertising
Some verticals are more likely than others to spend on content creators. Retail is the definite leader with $12.3B of total spending. CPG is another significant spender with $5.5B of spending. Further down the list, the financial and apparel verticals spend at $2.2B and $2.1B, respectively.
The Audience Connection
Most content creation programs emphasize spending in social media channels. AdMall’s Prospecting by Ad Type tool reveals which audiences are most likely to respond to ads in specific media formats.
For example, bridal shop customers and motorcycle/scooter/moped/ATV shoppers are far more likely than average to respond to social media advertising. But other audiences, such as counseling patients and travel planning clients are more likely than other adults to respond to streaming TV ads.
As you work with clients to determine what level of ad spending on content creators makes sense; keep the target audience in mind.
Image by Karola G. on Pexels.
