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Influencer marketers should be especially careful about using the technology. Authenticity has long been a key facet of influencer marketing, so creators and marketers alike need to ensure their genAI efforts don’t get in the way of that. Transparency and copyright are in flux. It’s not always easy for users to identify genAI content.

Consumers who connect with health influencers on social media aren’t always getting the impartial content they seek. Many social health influencers deliver sponsored content that promotes a medical treatment or service, unbeknownst to users.

YouTube’s popularity is largely due to its wide library of creator and influencer content and the ability for viewers to engage socially with those videos. That will expand in 2025 in at least two ways. More creator content: Netflix already has a history of licensing made-for-YouTube content, mostly in children’s entertainment.

Attracting creators: With a TikTok ban looming and US influencer marketing spending set to grow 16% this year to $8.14 billion, Snap is attempting to position itself to seize creators looking for TikTok alternatives and marketers eager to partner with popular figures. Snap’s requirements for monetization are steep, meaning they will reward creators who invest heavily in producing on the platform.

Without it, they’ll need to find a new way to get in front of younger consumers. 59% of Gen Zers use it. 43% turn to it to find banking information. 50% use its influencer content to research products and services before making a purchase.

Post-relisting, TikTok skyrocketed past US rivals in downloads, reclaiming its dominance while RedNote, once a rising competitor, struggles to keep users.

Contrary to popular belief, not every creator has a podcast. But those who do are a driving force behind the roughly $1.50 billion US creators will generate from digital audio distribution channels this year.

Tech giants are restructuring to pour resources into AI, signaling leaner ad budgets and a growing reliance on automation-driven customer engagement

The news: YouTube creators are rapidly evolving from digital influencers into mainstream media powerhouses, with top personalities like MrBeast generating $85 million in 2024 while building substantial business empires beyond their video content. Creator-led brands are projected to generate over $1 billion in retail sales in 2025.

The average creator payout reached $4,206 per transaction across all tiers, from nano-influencers (1,000-10,000 followers) to mega-influencers (1 million+ followers), typically disbursed on 30- to 60-day cycles. Engagement rose 159% to 23.4 billion interactions. Why it matters: The CreatorIQ analysis draws from its database of over 1,200 global brands and agencies.