What was once dubbed the ‘new low in marketing’ by the LA Times is now a thriving multi-billion-dollar industry.
Influencer marketing is expected to reach $22.2 billion globally this year, and the entire creator economy is valued around the $200 billion mark, according to multiple sources.
Brands are upping their spend. Over half (54%) of multinational brands are increasing their budgets for influencer marketing this year. Even more interestingly, just over a quarter (26%) of brands now allocate more than 40% of their entire marketing budget to influencers.
As Matthew Wood noted at the Global Influencer Marketing Awards, what was “once a side dish, is now the main course.”
This year, at CreatorFest, we’ll be celebrating and recognising this growth, while continuing to push forward, accelerate learning, and drive important, necessary discussions.
Professionalism continues to flourish in the industry. The IMTB’s recent inauguration into the Committee of Advertising Practice reflects this. It will also be a major theme across the agenda at CreatorFest 2025.
Below we have a sneak peek at the first wave reveal.
Conference Producer Mollie Leach has curated an agenda designed to fuel this evolving conversation. She shared her vision:
“Creators are grinding to professionalise, with the creator economy projected to reach a staggering $480 billion by 2027. Once seen as a niche corner of marketing, it’s now an essential pillar of the creative sector. It’s clear that creators are more than just content makers, they’re entrepreneurs, brand builders, and influential voices within society. And with that, influence has moved beyond selling products to shaping culture, business, and governance.
“But with growth, comes responsibility – on all sides. For brands, that means moving the conversation upstream. Long gone are the days of treating creators as a commodity at the tail end of the marketing process. Today, it means viewing creators as strategic partners, investing in long-term partnerships, and valuing authenticity over regurgitated messaging.
“It’s also a call out to the wider industry to truly invest in the infrastructure and relationships that will help creators continue to thrive in the future.
“As you move through this conference agenda, listen for the signals of what’s next.
Through facilitated discussions with leading creators and practitioners, experts will demystify what it really takes to make it as a creator, alongside conversations with standout talent who are shaping the space from within. Together, we’ll also explore how brands can own their IP rather than rent fleeting attention, and break down how community can power sustainable growth.
“This year’s sessions are designed to move past surface-level takes and focus on the building blocks of a sustainable, profitable creator ecosystem.
“But it’s also been crafted to entertain. To celebrate and enjoy the wonderful, wacky and unique space that is the creator economy.
“As Richard Osman kindly reminded me while listening to The Rest is Entertainment podcast: Don’t Bore Us, Get to the Chorus.”
This year’s sessions include how creators can monetise quickly across platforms, build deeply engaged communities, master the era of vibe-first content, thrive on Substack, and navigate the intersection of creators and AI.
Check out the full agenda for yourself here.
