Predicting the future of the creator economy feels more uncertain than ever, with the rise of AI, a potential TikTok ban in the US, and rapidly shifting platform trends. To cut through the noise, we’ve analysed key industry reports and spoken with experts to break down where things may (or may not) be headed in 2025 — along with actionable takeaways you can actually learn from.
Collaborations: Think Long-Term
One-off influencer campaigns are being replaced by more sustainable partnerships and long-term ambassadorships. The value lies in creators becoming true brand partners, leveraging their unique voices and expertise to build meaningful audience relationships.
This shift includes a growing emphasis on influencer-led in-person activations, such as run clubs, supper clubs, and creative workshops, providing brands with meaningful ways to connect directly with their audiences and build stronger loyalty.
👉 Takeaway: In an industry where virality and trends play a big part in the ecosystem, nurturing long-term collaborations helps build trust, authenticity, and sustained audience engagement.
Employee-Generated Content Is Here To Stay
The rise of employee-generated content (EGC) is transforming brand storytelling. According to Invyted, content shared by employees achieves 561% more reach and 8x more engagement than traditional brand posts.
Brands like SheerLuxe have embraced this approach by featuring employees in daily TikTok behind-the-scene videos, creating content that feels authentic, relatable and trust-worthy. This strategy has helped them amass over half a million followers and drive meaningful community engagement.
👉 Takeaway: Empower your team to be part of your storytelling — it’s effective, authentic, and engaging.
A TikTok ban? Brace for impact
A potential TikTok ban in the US looms large as a pivotal moment for the creator economy. If enacted, it could lead to significant job losses and revenue challenges for creators and small businesses that rely on TikTok for visibility. Adopting a multi-platform strategy will be essential for creators to navigate this uncertainty and change.
