In the past year, the creator economy has leapt into the mainstream. According to #paid’s Creator Economy Report, audiences now follow an average of 14 creators versus just 7 brands, and 87% of consumers see their favourite creators as trusted experts. Influencer marketing budgets are on track to grow by 14% in 2025, pushing total spend above $9 billion.
For Canadian advertisers, these trends underline the value of partnering with local voices who can resonate across regions-from Quebec’s francophone communities to B.C.’s lifestyle audiences-and help navigate bilingual content and regional nuances. By investing in Canadian creators early, brands can build authentic connections, tap into niche markets, and drive both domestic growth and export opportunities for Made-in-Canada products.
For marketers, this shift means rethinking where and how you invest in content. Relying on a single platform leaves you vulnerable when algorithms change or new features emerge. Instead, seek out creators who bring authenticity and a genuine connection with their followers. Long-term collaborations deliver deeper engagement and better ROI than one-off sponsorships. Whether through co-created products, member-only events or storytelling series.
Platforms are rolling out tools to help creators experiment and expand their reach. From AI-driven video editing and automated captioning to test-and-learn features that let creators refine content before it goes live, these innovations can help content stand out. Brands that stay informed about these updates can adapt campaigns quickly, ensuring they leverage the latest capabilities.
Beyond social feeds, creators are influencing the broader media landscape. YouTube captured 9.7% of U.S. TV viewership in 2024, the highest share ever for a streaming service and creator-led series while earning Emmy nods alongside traditional shows. Episodic social content drives up to 300% more engagement, and over half of viewers say it makes them more likely to subscribe or purchase.
To explore these trends in more detail and hear from leading voices in the space, join our upcoming webinar on June 26, “Unlocking the Creator Economy – A Marketer’s Guide to Impactful Collaborations.” We’ll bring together industry leaders to share best practices, showcase emerging tools and unpack real-world campaigns. Don’t miss this chance to learn how your organization can work with creators as true strategic allies. Register today and secure your spot.