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Key 2025 Creator Marketing Insights Unveiled by LTK and Northwestern University

Author

Slice of Retail Team
October 25, 2024

Key Highlights:

  • 93% of brands to increase creator marketing budgets in 2025.

  • 41% of digital marketing budgets spent on creators by top brands.

  • Creators impact multiple channels, including CTV and affiliate marketing.

  • AI tools like LTK Match are essential for identifying creator partners.

  • Creators are integral to retail media networks for driving brand awareness.

Notable Quotes:

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“Creators are no longer a niche portion of the marketing mix – they are essential to driving brand growth and audience engagement.”

Rodney Mason, Head of Marketing, Brand Platform at LTK
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“The ability of creators to engage audiences across multiple mediums has shifted marketing strategies and continues to increase budgets for creator-driven campaigns.”

Frank Mulhern, Professor and Director, Retail Analytics Council at Northwestern University

Our Take:

The findings from this LTK study, in partnership with Northwestern University, highlight the deepening integration of creators into brands’ digital strategies for 2025. With almost half of brands now allocating at least half of their digital budgets to creators, and the rise of new channels such as Connected TV and AI-driven tools like LTK Match, it’s clear that creators are reshaping the marketing landscape. Brands will need to prioritize these influencer-driven tactics to remain competitive and connect authentically with diverse audiences across platforms.