The creator economy has cemented its place as a core component of brand media strategies, according to the Interactive Advertising Bureau’s (IAB) 2025 Creator Economy Ad Spend & Strategy report, released this week.
The study shows US creator-driven ad spend has more than doubled since 2021, up from $13.9bn to $29.5bn in 2024. Spending is projected to rise another 26% in 2025 to $37bn nearly four times the expected growth rate of the broader media market.
As creators evolve from social-media tactics to a distinct media channel, nearly half (48%) of advertisers now classify creator activations as a “must buy,” placing them just behind social media and paid search. “Leveraging the Creator Economy is no longer experimental for marketers—it’s essential,” said David Cohen, CEO of IAB.
He noted that the surge in investment underscores brands’ commitment but also highlights the need for better standards and measurement in a fragmented landscape.
The report shows creators are increasingly deployed across the full marketing funnel. While brand awareness (43%) and audience reach (41%) remain the leading objectives, performance-oriented goals are becoming more prominent, with 32% of buyers citing online sales and conversions among their primary campaign KPIs. Four in ten marketers rank ROI as the most important measure of creator success. “Creator marketing isn’t just about awareness—it’s proving its value across the full funnel,” said Chris Bruderle, vice president, industry insights & content strategy, IAB.
However, the IAB warned that discovery and selection challenges persist. One-third of brands say identifying the right creators remains their biggest friction point, with reputation (58%) and audience alignment (56%) emerging as the dominant criteria. “The ecosystem is still highly fragmented, with varying partnership models and limited standardisation,” said Zoe Soon, vice president, Experience Centre, IAB (pictured).
AI is increasingly used to improve efficiency—nearly three-quarters of creator-focused advertisers already use or plan to use AI—but concerns remain high. Although AI aids tasks such as content editing, brief development, and personalisation, 95% of advertisers express concerns, particularly the potential loss of human connection.
Across the board, marketers are calling for better attribution, consistent reporting, and clearer standards. According to Soon, building these foundations will be essential to linking creator investments to meaningful business outcomes as the channel matures.
