Creators are the catalysts of modern culture. No longer just influencers, creators hold the kind of sway brands once attributed to entire media channels, shaping how people discover, think, and buy. And when consumers trust creators more than traditional advertising, it’s clear the rules have changed.

In 2025, this creator-driven revolution will redefine the way brands engage with audiences, pushing marketing strategies toward authenticity, cultural fluency, and community-building. All backed up by data and insights. 

Uncover stats like: 

• User-generated content drives 9x higher engagement than brand-created content. 
• 35% report their highest ROI comes from mid-tier partnerships (100K-300K followers).
• 92% of Influencer Marketers have commissioned creator content that’s been designed in part or fully using generative AI. 

To win, brands should think content-first, partnering with creators that align with values and adapting to core trends and platform changes. 

Unlike other reports, we don't focus on fad trends or outlandish predictions. We've analyzed the State of Influence, sharing actionable takeaways to kick off your 2025.

What you can expect: 

• Understand how to embed your brand into culture by partnering with creators who are catalysing it.
• Digest the content formats that will put you in front of your target audience. Spoiler: This doesn’t require partnering with a mega-celebrity. 
• Embrace the growing use of AI in the Creator Economy – both brand and influencer side. Maybe it is taking over the world! 
• Learn how social platforms are changing to align with consumer preferences. TikTok’s educational content is increasing, LinkedIn is becoming more akin to short-form video platforms, and YouTube takes over TV for Gen Z viewers. 
• Unlock measurement metrics that matter by shaping influencer strategies that are tailored to each stage of the marketing funnel. One size doesn’t fit all!

Inside you’ll find data-backed insights and predictions from our leaders, clients, and creators! 

Don’t just follow the industry—lead it. 

Download your copy now.