Originally published by CEW US on October 1, 2025
According to new data from CreatorIQ’s sixth annual State of Creator Marketing report, creator marketing has entered a phase of unprecedented maturity, where investment decisions are guided not by experimentation but by proven impact and scalable ROI.
Instead of tightening belts, brands are unlocking bigger budgets for creators. CreatorIQ’s new data shows creator marketing spend jumped 171% year-over-year – the fastest growth rate in three years. Overall, 71% of organizations reported budget increases, and nearly two-thirds of those increasing spend pulled directly from paid media funds. Enterprises now invest an average of $5.6 million to $8.1 million annually on creators, and industry leaders average $7.8 million in spend.
This shift signals a new era: creator marketing has graduated from experimental campaigns to a disciplined growth engine. “Creator marketing is no longer a side tactic – it’s become the growth engine where content, community, and commerce converge. We’ve seen the impact of creator marketing, and increased investment has followed. But the story now is how maturity brings new responsibility and complexity,” said Chris Harrington, CreatorIQ CEO. “The next era isn’t just about bigger spend; it’s about proving ROI, safeguarding trust, and building the infrastructure to scale responsibly. That’s how we push the industry forward and ensure creator marketing delivers lasting value for brands and consumers alike.”
The report reveals:
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ROI is the new mandate: Gifting is fading (20% cite it as an ROI driver vs. 71% in 2020) as brands lean into boosted creator posts, affiliate programs, and UGC campaigns that tie directly to business outcomes.
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Maturity brings new challenges: With budgets secured, marketers say their biggest hurdles are now measurement (26%), content velocity (21%), brand fit (20%) and AI integration (20%).
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Old metrics die, new ones rise: For top factors influencing creator partnership decisions, just 8% of respondents prioritize creator follower count; brand suitability and safety (22%) now define partnership decisions.
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AI adoption accelerates – but with limits: 95% of brands use AI in workflows, but few trust it with relationship-building or creative direction, reinforcing the human edge at the heart of creator marketing.
This article was first published by CEW US. To download the full report, click here.
