We are experiencing the growth and expansion of creator economy In real time, which makes it inevitable to question how the market will do to deal with this area. The panel Beyond the Buzz: Mastering Creator Economy Trends in 2025, I watched at the SXSW event in Austin, United States, discussed the trends of the creator’s economy market and the changes that are impacting both creators and brands.
Jasmine Enberg, an analyst at Emarketer, opened the discussion that 2025 is the year of professionalization of creator economy. According to her, the change is happening in a variety of ways, but mainly because creators are recognizing themselves as entrepreneurs, launching and building their own businesses, and marketers are becoming more sophisticated in their strategies with creators, aiming beyond traditional advertising, and even exploring “equity deals”, company actions, such as new revenue diversification formats.
Movement similar to what we observed in Brazil today, where Creators are moving towards professionalization, despite the absence of regulation for the class of influencers. The American entrepreneurial vein still stands out and often our levels, incentives and training since basic education. But we are not left behind, especially for our unparalleled creativity. The small amount of Brazilian cases of creator economy In events like SXSW, it does not reveal to the global north the power we are.
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What I am saying about the United States can be proven by a relevant data brought by Jasmine: About 86% of US companies with more than 100 employees will use influence marketing this year. Kaya Kurieff, a journalist who specializes in the sector, agreed with the analysis and highlighted how the concept of ‘Creator Economy’ is becoming official and that Tiktok’s rise in the pandemic was one of the main motivators to speed up this market.
The panel also discussed Tiktok’s future. Kaya brought an overview of the political issues involving the platform in the US, where Congress approved a law forcing Bytedance to sell Tiktok or face banishment. The case was taken to the Supreme Court and the law was maintained. However, Donald Trump has postponed the decision and signaled that it can further extend this deadline. What I realize is that China doesn’t seem willing to sell Tiktok and the US doesn’t know how to deal with it.
Data from Emarketer that were presented show that Tiktok generated $ 12.34 billion (about $ 90.9 billion) in advertising revenues in 2024. Banity in the United States could result in a loss of up to 70% of this value, and in view of the professionalization of content creators, I believe the country does not want to lose the positive impact on the economy that creators have, especially on the advertising market. After all, they are increasingly occupying places and being drivers of change.
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According to the study “Who influences generation Z?” (Generation Z and Alpha Consulting of which I am a founder) in partnership with the YOUPIXfor 35% of the public that consumes influencers content, the important thing is the content to be interesting and relevant. This impact is also evident on advertising. The study revealed that 50% of respondents say they are more impacted by influencer campaigns than by traditional ads. This is because for 57% of respondents, what makes advertising attractive is the fact that it is personalized, authentic and creative.
Analyzing this scenario, we realize that Creator Economy’s future goes beyond content creation. Tiktok has already become the new Google for Genz, where information, products and trends are sought. YouTube is officially TV as it disputes space with great streamings. Social networks are no longer just a space for self -promotion and became places of discussion and real influence on the world. Online and offline are no longer separated, because for new generations, digital experience is as valid as physics. And with the rise of Creator Economy, this relationship tends to intensify. If before the creators were showcase to brands, they are now strategic players, turning influence into business and shaping the markets of the future.
