Commentary

Rewind 2024, Fast-Forward To 2025: How Creators Are Shaping Our Culture

This was the year when creator marketing took center stage, becoming the driving force behind the moments that shaped our culture.

Brands leaned heavily on creators during the Super Bowl to craft relevant moments that resonated across demographics. TikTok brought its unique energy to the Met Gala, hosting creators who shared behind-the-scenes glimpses of fashion’s biggest night. Cannes Lions put creators center stage at this year’s festival, illuminating the importance of the discipline to the world’s biggest marketers.

Finally, creators shaped the narrative around the U.S. elections. Their role in engaging and mobilizing communities will undoubtedly make the history books. It was a year of breakthroughs, calculated risks, and unforgettable collaborations.

Goldman Sachs predicts that the creator economy will reach $500 billion in spending within a few years. But how do we ensure those dollars make the greatest impact? By thinking holistically, connecting all touchpoints to create campaigns that feel cohesive, consistent, and culturally resonant.

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In 2024, the average household engaged with over a dozen entertainment platforms. While some generations might favor one over another, the shift toward creator-driven content spans all demographics. Social media, streaming platforms, and creator-led experiences have become integral to how people consume content and interact with brands. So what will 2025 bring?

Here are five predictions for 2025:

Going beyond social media to create integrated campaigns: Social media will further integrate seamlessly into broader strategies to maximize impact. Brands will tie creator campaigns to OOH activations, experiential events and other touchpoints to amplify messaging and create a cohesive narrative that resonates across platforms.

Using AI-powered creativity: AI tools will enable creators to produce higher-quality content faster, from editing to animation. This efficiency allows creators to focus on storytelling, while brands benefit from rapid execution and innovative, scalable creative outputs.

Crafting lo-fi, high-value production: In today’s creator-driven landscape, audiences have come to appreciate a duality in content production styles -- lo-fi and high-value -- each serving a distinct purpose in connecting with viewers. Lo-fi content will increase in popularity for its ability to convey approachability and humanity, while high-value production will be used to inspire and push creative boundaries.

The rise of nostalgia marketing: In an era defined by rapid technological change, including the use of AI, audiences are increasingly drawn to the familiar comforts of the past. Nostalgia marketing will further gain traction because it taps into emotional connections that transcend demographics.

Increase in digital-physical hybrids: The convergence of digital and physical experiences is transforming sports, music, and cultural spaces. Venues like The Sphere, Cosm, and Intuit Dome will leverage cutting-edge technology to create immersive environments that blend the digital and physical, offering audiences unforgettable interactive moments that will live on in the content shared by creators.  And we will see more spaces like these built and developed around the world.

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