A new report from CreatorIQ, a leading creator marketing platform, highlights how creator-led content is transforming the marketing landscape, with brands increasingly turning to influencers to drive engagement and ROI. The “State of Creator Marketing 2024-2025” report, produced in partnership with Sapio Research, surveyed more than 1,100 brands, agencies, and creators across 17 industries, offering a comprehensive look at the creator economy's trajectory.

Content created by influencers generated 12 times more impressions and 17 times higher engagement for Fortune 100 companies compared to their own brand posts. This underscores a major shift, with consumers showing a clear preference for content produced by creators they trust over traditional corporate communications.

The report also finds that 94% of organizations now believe creator content delivers a higher return on investment (ROI) than traditional digital advertising, up from 74% last year. "The message likeliest to reach your target consumers is the message created by the people who sit closest to them,” the report notes, emphasizing how creator-led campaigns resonate more with audiences.

However, the report also highlights ongoing challenges, including measuring campaign performance and ensuring brand safety. CreatorIQ’s findings suggest that as brands deepen their partnerships with creators, they will need more advanced tools to track performance and manage risks effectively.

The “State of Creator Marketing 2024-2025” from CreatorIQ offers essential insights into the future of marketing, as creators continue to redefine how brands connect with consumers.