2025年创作者经济：广告支出与策略报告

Table of 03Preface04Key Insights05Ad Spend & Investment Criteria14Operational Mechanics 21Campaign Goals, KPIs& Measurement27AI Usage & Concerns34Recommendations &Resources39Appendix PREFACEPreface This report reveals that: The Creator Economy in the U.S. has rapidly evolvedfrom a niche content movement into a central forceshaping how brands connect with consumers. Whatbegan as a wave of individual voices has become ●U.S. creator ad spend is projected to reach$37B in 2025, growing four times faster thanthe broader media industry*. See page 6 forhow we quantified Creator Economy ad spend. ●Yet, amid this growth, marketers face persistentchallenges: identifying the right creators,proving ROI, and managing fragmented tools As creators take on a larger role in driving brandrelevance, trust, and cultural impact, the CreatorEconomy is increasingly defining the future of ●Three in four brands are using/planning touse AI for creator marketing-related tasks. To better quantify and understand thistransformation, IAB partnered with AdvertiserPerceptions to produce the “2025 Creator EconomyAd Spend & Strategy Report”—a first-of-its-kind On the following pages, we provide a clear,data-driven view of where the market stands andwhere it’s headed—offering guidance for buyers,sellers, creators, and platforms on how to This research combines aquantitative surveyofmore than450 U.S. ad spend decision-makers whose budgets include creator activity, along withqualitative interviews with senior-level marketingleadersshaping creator strategies today. Key Insights 01 04 05 Measurement, standards,and operational tools are Better attribution capabilities,consistent reporting, and creatordiscovery/vetting tools all point toan urgent need for standards andtransparency as brands seek to link Ad Spend &Investment How IAB Quantifies Creator Economy Ad SpendAD SPEND & INVESTMENT CRITERIA IAB’s U.S. Creator Economy ad spend projection measuresthe ad dollars that brands intentionally invest in creatorsthrough direct partnerships for sponsored content, TYPES OF CREATOR ECONOMY AD SPEND Direct Partnerships Amplification: Beyond Social Our goal was to isolate the intentional and strategicadvertising investment brands are making in the space. The direct enlistment andinvestment in creators by brandsto post sponsored content on the The investment by brands in paidads beyond social media to amplifythe sponsored content posted by Other industry estimates may take a broader totaladdressable market (“TAM”) approach, combiningnon-advertising creator revenue sources, such as affiliatelinks, subscriptions, tips, and merchandise, along with bothintentional and unintentional advertising creator Other Ad Adjacencies Amplification: Social Media The investment by brands in paidsocial media ads to amplify thesponsored content posted by their Investment by brands tointentionally run ads adjacent tocreators with whom they do not IAB’s methodology instead focuses strictly onbrand-directed, intentional ad spend—offering a targetedview of the marketplace that captures deliberate creator U.S. Creator Economy ad spendAD SPEND & INVESTMENT CRITERIA is among the fastest-growing Ad spend in the space has more than doubled since 2021,rising from $13.9B to $29.5B in 2024*. For 2025, we project another 26% of YoY growth from $29.5B to$37.1B, which is about 4x faster than the media industry overall Growth spans all ad spend typesAD SPEND & INVESTMENT CRITERIA incl. direct creator partnerships,amplification, and adjacencies The diversity by spend type shows how creator adinvestment is a multifaceted marketing strategy. In fact, over nine in ten brands (not shown) invest across allfour spend types. Adjacencies offer a good way for brands to ensure relevantand suitable exposure to targeted audiences at scale, with The consistency across spend types suggests that brandsare having equal success executing and experimenting measurement barriers mayconstrain faster growth in Retail and CPG lead in total ad spend while double-digit growth isAD SPEND & INVESTMENT CRITERIA expected in every category Robust growth levels combined with all but one category exceeding $1B in annual spend,creator ad investment has become mainstream. Retail and CPG(incl. beauty/personal care) lead creator ad spend because they’re among the top spending categories overall, combined withheavy social budgets.* As social commerce grows, creators drive discovery and conversion—and retail can clearly link content to sales and ROI. AD SPEND & INVESTMENT CRITERIA Creator ad spend is among thetop “must-buys” for brands With about half of ad spenders in the Creator Economyconsidering it a “must buy”, ranking behind only socialmedia and paid search,brands are now treating creatorsas a distinct, essential channel, not just a tactic within BRAND SIZE INSIGHT For large brands* (not shown), CTV ranks above creator,while for small brands*, CTV drops to 7th.CTV offers la