And it’s a move the marketing industry is watching closely.

U.S. marketers are projected to spend $10 billion on social media-sponsored content in 2025, surpassing previous forecasts (EMARKETER, 2024). But this evolution isn’t just about spending more—it’s about spending smarter, forcing brands to redefine success metrics and reassess where creators fit within their media mix.

Creator-led content can power performance marketing, not just awareness campaigns. The lines between influencer marketing, paid media, and brand storytelling are blurring, requiring brands to rethink how they measure success and integrate creators into their marketing strategies.

To understand what’s driving success in today’s landscape, we spoke to industry experts who identified the key priorities for brands looking to maximize their creator investments.

Creator Marketing Isn’t Just About Awareness—It’s Performance Media

Social media changed in 2024. Algorithms took control. Engagement became harder. AI-generated content flooded feeds.

But the most significant shift wasn’t just what filled our feeds—it was what disappeared.

Organic reach has plummeted as platforms optimize for revenue, prioritizing paid media over organic discovery. This makes it harder than ever for brands and creators to connect with their audiences.

In 2025, this trend will only intensify. According to Nate Harris, VP of Product Innovation at CreatorIQ, “All social platforms have published numbers showing that about 80% of impressions now come from people who are NOT actively following a creator. That means the content itself, not the creator’s follower count, is the vector for distribution.”

Previously, brands could rely on influencers’ follower counts and organic reach to promote their products. However, with algorithm changes limiting organic visibility, brands must invest in paid media to ensure their content reaches the intended audience.

Anders Bill, Co-Founder and Chief Product Officer of Superfiliate explains, “The biggest shift happening right now is that influencer marketing is no longer just about brand awareness—it’s becoming the backbone of paid media. The best-performing ads aren’t brand-created; they’re creator-led.”

Nate Harris adds, “The people who follow a creator are their followers—and insights about them are follower insights. The people who see and engage with their content are their audience, and insights about them are audience insights.”

This distinction is critical. “A creator with one million followers may only organically reach five to ten percent of them. Meanwhile, a creator with fewer followers but stronger engagement might have a more significant impact.” Harris explained.

Audience Alignment Can Make or Break a Campaign

Boosting creator content works—but only when it reaches the right audience. Poor alignment doesn’t just waste ad spending; it can actively harm both brands and creators. Blair Imani, a historian, educator, and LGBTQ+ creator known for her viral Smarter in Seconds series has seen this happen firsthand:

“I’ve had my content boosted to the wrong audiences and had to ask brands to take it down because of the backlash.”

Instead of reaching engaged, like-minded viewers, her content landed in irrelevant feeds, sparking negativity instead of connection.

Pierre-Loïc Assayag, CEO of Traackr, sees brands focus on amplification over alignment.

“While brands realize they need to boost creator content, many still do it without a strategy. Too often, they succeed in increasing views but send the content to the wrong audience. The result? Engagement disappears, and the content falls flat—or worse. Instead of broad reach, brands must leverage audience data and precise targeting tools to ensure the right people see creator content—those most likely to engage and take action.”

Long-Term Creator Partnerships Drive Better Results

Many brands still treat influencer marketing as a series of one-off activations, expecting an immediate impact from a single post. But the reality is that successful creator partnerships take time to build and scale.

Scott Sutton, CEO of Later, explains, “Creator content isn’t just about extending reach; it’s about integrating creators into the full marketing stack. The challenge is knowing when and how to amplify, license, or convert creator content into a scalable asset. Sutton explained,

“The most successful brands don’t just repurpose creator content, they build systems around it. The key is integrating creator content across all channels—organic, paid, email, website, and retail.”

Magda Houalla, Director of Marketing Strategy at Aspire, sees brands misfire on this all the time. “The biggest mistake I see brands making is being too laser-focused on one outcome and prematurely parting ways with a creator. Not all creators are the same—some are best at driving awareness, others at engagement or sales. The key is knowing how to leverage their superpowers instead of expecting every creator to deliver the same results.”

Houalla adds: “Creator marketing isn’t a one-and-done strategy—it requires time to build trust, optimize content, and understand what works with an audience. Brands that commit to long-term relationships with creators see far more significant impact than those treating it as a short-term activation

One example of this in action? Alaska Airlines’ partnership with creator, Jordan Howlett.

Howlett—“Jordan the Stallion”—is famous for his detailed breakdowns of everyday experiences. Instead of a one-off campaign, Alaska Airlines made him a core part of the strategy to highlight their First Class cabin experience.

Alaska Airlines integrated Howlett across social media, TV, and digital platforms, reinforcing the airline’s focus on quality and customer experience. By leveraging Howlett’s deep connection with his audience and storytelling expertise, Alaska Airlines turned him into a strategic partner—not just another paid influencer.

Unilever Is Betting on Creators—Will You?

The brands that win in 2025 will not just increase their influencer spending—they will rethink how influence works at scale.

That’s precisely what Unilever is doing.

CEO Fernando Fernandez believes that traditional corporate messaging no longer works. Consumers are skeptical of brand-driven narratives, and Unilever’s massive investment in creators isn’t just about shifting ad dollars — it’s about building an integrated machine for “content creation” and advocacy.

The question isn’t IF other brands will follow—it’s HOW FAST.

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