A new era of creator marketing is here.
The start of 2025 has made it clear that the social media world is a constantly-evolving space. TikTok went dark, then came back, but could be gone again. Meta is introducing new tools and reformatting Instagram features to challenge competitors. Users are testing out new apps and changing their social media consumption. There is a lot to keep up with, which is why brands and creators alike trust The Digital Dept. to keep them in-the-know with the latest trends and behaviors in social media.
From shifting attitudes in content types that perform well to a focus on creators over platforms, we’re sharing the top trends that will guide creator marketing in 2025.
In it for the vibes.
Audiences are seeking out virtual BFFs with the content they consume, and creators are leaning into that by investing heavily in live streams, vlogs, podcasts, and other offerings that are heavy on the vibes and conversational in nature. Lean into the laid-back tone of content in your marketing strategies and focus on connecting with potential consumers rather than selling to them.
Photo is back in a big way.
Short-form video has been dominating the content market lately, and it’s still incredibly popular (67% of creators we surveyed said that short-form video was their favorite type of content to make) photos still have a strong place in the creator world. From expanded photo dumps (Instagram now lets you post up to 20 slides) to informative posts with text overlays, a lot of creators are taking a more balanced approach to posting video and photo in 2025. Brainstorm ways to incorporate photos and slideshows into your social media campaigns.
The creator as creative director.
In our 2025 creator survey, one of the most common refrains was how important it is for brands to allow for creative input from the creators they are working with when planning social media campaigns and allowing for freedom to customize content. Creators have found success by understanding exactly what their audience wants from them, and they know how to successfully integrate brand partnerships into their content as well. We encourage brands to allow for flexibility within campaign briefs and consider partnering with creators to lead your campaign creative.
Putting values at the forefront.
As the creator marketing space continues to grow, creators are more discerning about the types of partnerships they accept and the brands that they are willing to work with. In our survey, brand alignment as the top consideration for creators when deciding whether or not to accept a campaign proposal. Creators are looking to work with brands that align with them both in terms of content and values. Your brand marketing strategy should highlight your values and make them known, whether that’s partnering with a charity, being transparent about how your products are made, or giving back to your community.
All about affiliates.
Brands who are interested in building long-lasting relationships with content creators should consider adding an affiliate program to their influencer strategy in 2025. An affiliate program not only provides a way for your brand to monitor creator performance but also provides incentive for the content creator to share the brand regularly in their posts, as they’ll earn a percentage of sales they generate.
Interested in planning out your 2025 strategy with us? Reach out to The Digital Dept. today.