In 2025, the creator economy will undergo a radical transformation, disrupting traditional industries like entertainment, commerce, education, and B2B marketing.

As the creator economy matures, it's growing as a powerful force that demands a new way of thinking: Creators are no longer ‘just’ the creative production engines fuelling the industry, they are also powerful entrepreneurs and brand builders; emerging as the new media moguls; and pushing the boundaries of emerging technologies. Brands that embrace this shift and collaborate with creators in new and innovative ways will drive greater value and nurture genuine connections at every consumer touchpoint.

As we step into 2025, we are on the brink of a new era - ‘The Creator Era’ - where the lines between creators and brands are blurring, reshaping culture, commerce, and community.

Creator entrepreneurs: The pioneers of new commerce

Creators are evolving into powerful entrepreneurs, leveraging their platforms to build thriving businesses and reshape traditional commerce. No longer limited to content creation, they are launching brands, developing products, and fostering deep consumer loyalty. Research from Billion Dollar Boy highlights the disruptive potential of this trend, with two-thirds of consumers having purchased a creator-founded product or service.

For brands, this shift demands a new approach. Partnerships must transcend transactional campaigns, focusing instead on supporting creators as holistic partners. This includes investing in their education, well-being, and long-term business development.

Consider the success of Chelsea Parke, a fashion creator who transformed her online following into a thriving brand, Parke. Her social media-fuelled pop-up store in New York generated $300,000 in sales, underscoring the potential of creator-led commerce.

Creators in entertainment: Redefining media consumption

Creators are not just content producers; they are redefining entertainment. Social media platforms are incubators for innovative formats that challenge traditional channels. Amelia Dimoldenberg’s “Chicken Shop Date”, for instance, has surpassed traditional talk show viewership, proving that creator-led content can resonate on a mainstream scale.

This trend is accelerating as brands collaborate with creators to produce content that drives both engagement and cultural relevance. These partnerships not only push creative boundaries but also create new revenue streams and expand audience reach. In 2025, expect to see more creators breaking into traditional media - and vice versa - with brands acting as catalysts for this crossover.

The rise of long-form content: Deepening connections

While short-form content dominates social platforms, long-form formats are experiencing a resurgence. Consumers are craving deeper, more meaningful interactions, and creators are rising to the challenge. Platforms like YouTube and TikTok are expanding their capabilities to support longer content, offering creators new opportunities for monetisation and audience engagement.

Tanya Burr’s return to YouTube exemplifies this trend. After a four-year hiatus, she’s reconnecting with her audience through long-form videos, proving that sustained narratives can foster loyalty and deepen connections. Billion Dollar Boy’s research on long-form content highlights that almost three-quarters of marketers and creators plan to increase their production of long-form content into 2025, demonstrating its growing popularity.

Ambassador programmes: Authentic advocacy in the creator era

As the creator economy matures, brands are pivoting from one-off influencer campaigns to long-term ambassador programmes. These partnerships - built on trust and shared values - offer a more authentic way to engage audiences and keep pace with cultural shifts. Our research shows that 73% of marketers plan to increase investment in ambassador programmes over the next year. These programmes not only deliver stronger ROI but also improve content authenticity and foster deeper connections between brands and creators. By investing in long-term ambassador relationships, brands can also move at the speed of culture, leveraging trusted partnerships to react quickly to the latest trends and remain relevant and impactful.

Consider the example of Charli D’Amelio and Dunkin’ Donuts. Their collaboration, which included “The Charli” drink, resulted in a 57% increase in app downloads and a 45% boost in cold brew sales. These results highlight the power of aligning with creators who embody your brand ethos and values. 

Technology as a catalyst: AI and wearables in the creator economy

Emerging technologies are amplifying the impact of creators. From generative AI to wearable tech, these tools are enabling creators to streamline workflows, produce immersive content, and forge deeper audience connections. AI agents, for example, are automating routine tasks and sparking creative breakthroughs, empowering creators to focus on content strategy and output.

Wearables, particularly AR-powered glasses, are set to revolutionise content production in 2025. Imagine a creator offering live, immersive experiences at a music festival, providing audiences with a real-time, first-person perspective. These innovations promise to deepen engagement and expand the creative possibilities for brands and creators alike.

LinkedIn and B2B Influencers: A new frontier

The B2B landscape is undergoing a creator-led transformation. LinkedIn, long a platform for professionals, is becoming a hub for influencer marketing. Creators on LinkedIn are humanising brands, driving lead generation, and building trust with audiences in ways that traditional B2B strategies often cannot.

For example, Keith Lee’s partnership with Microsoft showcased how creator content can be both playful and impactful. His series on AI tools for small businesses combined education with entertainment, making complex solutions accessible and engaging.

Looking ahead: The creator era

As we navigate the Creator Era, the convergence of brands and creators is fostering a new ecosystem of collaboration, where creators are not just partners but co-creators of culture, commerce, and community. Brands that embrace this shift will unlock unprecedented opportunities for growth and innovation.