The four trends to watch in the 2025 creator economy

The creator economy is gearing up for significant change over the next year — from the rise of AI and creator-founded businesses to the growth of long-term brand partnerships and embrace of long-form content.

As a whole, the creator economy continues to significantly transform, moving beyond simple influencer marketing to a more complex and integrated ecosystem. All signs point to the maturation of influencer marketing, as brands and creators move toward long-term brand ambassador programs replacing one-off influencer collaborations.

As more business opportunities emerge for creators, the industry is also seeing an increase in entrepreneurial opportunities for them — whether it’s starting their own brands and storefronts to hiring talent agents as they scale. By the start of the year, there may be a potential shakeup in the social media landscape as TikTok nears its ban-or-sale deadline.

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