$37 billion flooding the creator economy

The creator economy just got validated in a pretty significant way.

Ad spend is projected to hit $37 billion in the US by the end of 2025.

That's a 26% increase year-over-year.

And it's growing nearly four times faster than the media industry overall.

Let me put that in perspective.

The numbers:

Over the past three years, creator advertising has more than doubled.

• $13.9 billion in 2021

• $29.5 billion in 2024

• $37 billion in 2025

The Interactive Advertising Bureau just released their 2025 Creator Economy Ad Spend & Strategy Report.

And the findings are pretty clear.

Brands are treating creators not just as social media partners anymore.

They're treating them as fully fledged advertising channels.

Nearly half (48%) of ad spenders consider creators a "must buy."

That ranks only behind social media and paid search.

What changed:

David Cohen, CEO of the IAB, put it simply:

"Leveraging the creator economy to connect with audiences is no longer experimental for marketers – it's essential."

That's the shift right there my friends.

This isn't experimental anymore.

Far from it.

What are brands using creators for?

Brands are using creator campaigns for everything now:

• Building brand awareness (43%)

• Reaching new audiences (41%)

• Enhancing brand reputation and trust (35%)

• Driving online sales and conversions (32%)

And 40% of buyers rank overall ROI as their top KPI for creator campaigns.

Chris Bruderle, VP at the IAB, said: "Creators are unmatched when it comes to storytelling and cultural relevance. However, brands are also seeing them as performance drivers when integrated strategically."

Clearly, creator marketing is proving value across the entire customer journey (not just awareness).

The money is following the attention.

And the attention is with creators.

Ad dollars are continuing to move out of traditional TV and into creator-driven content.

Broadcasters' budgets are shrinking while creators are getting bigger checks.

Because brands have figured out something important:

People trust people more than they trust ads.

Whether you're running a business, building a personal brand, or just trying to grow your audience - this matters.

Because $37 billion doesn't just appear out of nowhere.

It represents a fundamental shift in how brands reach customers.

And if you understand how to think like a creator - how to build an audience, create content that resonates, and turn attention into value - you're positioning yourself in the middle of the biggest advertising shift in decades.

You don't need to be a full-time creator to benefit from this.

You just need to understand the principles.

Build an audience around your expertise.

Create content that adds value.

Show up consistently.

The opportunity is bigger than it's ever been.

And it's only getting bigger.

Remember, the creator mindset is all you need to grow 🌱

Did someone forward this to you? Sign up here to get the next one straight to your inbox.

If this email landed in your spam or promotions folder, move it to your primary inbox so you never miss an update from me.