Creator Economy 2024
As brands shift budgets towards influencer marketing, traditional marketers are now embracing creator content. Discover effective strategies to collaborate with creators and stay competitive in the evolving market with our exclusive resources, including a webinar, roundup, cheat sheet, and more.
Our Forecasts
Dive into EMARKETER’s social media data to understand the factors behind the creator economy's success this year.
According to our March 2024 US Social Commerce Survey, 39.4% of US social media users have made a purchase from a creator- or influencer-founded brand. The top three product categories cited were clothing (51.3%), beauty (49.8%), and accessories (43.7%).
As the creator economy matures, the way creators make money is changing. More creators are bypassing brands and going directly to consumers to monetize through tactics like tipping, subscriptions, and merchandising.
This year, TikTok continues to lead influencer marketing growth with a significant 32.6% increase in spending, outpacing other platforms like Instagram (18.5%) and Facebook (14.4%). This surge highlights TikTok's growing influence in the social media marketing landscape.
Learn more about all of our forecasts here.
What Our Analyst Says
“The creator economy is at an inflection point. Marketers and media companies can no longer afford to dismiss the power of creators, as top stars are now competing directly for consumer attention and spending. For the longtail of creators, a brand deal remains the holy grail. Marketers have the luxury of choice, but they must balance scale with efficiency—and a growing urgency to prove the ROI of their influencer marketing investments.”
— Jasmine Enberg, Vice President, principal analyst, EMARKeter
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