Independent content producers or marketing partners? LTK has seen firsthand the shifts across Creator Marketing, listening along the way to what brands and consumers need to succeed. To kick off spring, we regrouped for a webinar to discuss the most prominent trends.  

See if these shifts ring true to you. Explore our latest updates for shoppers and brands—and unlock a brand-new LTK consumer experience.

The Creator Economy Is Surging

Words such as “influencer” or “Creator” may not have been part of the established marketing lexicon 20 years ago, but they’re second nature today. If you aren’t taking advantage of this modern landscape of experts and trendsetters, your brand is missing key opportunities. 

Fortunately, most recognize the potential; 96 percent of brands plan to increase their Creator Marketing budget and its role in their strategy. Flash forward to 2027, and the Creator economy is expected to become a $500 billion industry.

Social Media Isn’t Social Anymore 

Somewhere along the way, social media became less about staying in touch with Aunt Sue or your BFF Becky and more about scrolling through videos and memes—so much so that the 2025 LTK National Consumer Study found that 74 percent of consumers believe social media is no longer social. It’s become entertainment, but users still want connection. As a result, 50 percent of Gen Zers and millennials are looking elsewhere to build community.

Consumers Trust Content Creators for Brands

Does age—or generation—determine Creator impact? Our Magic 8 Ball says, “Don’t count on it.” Gen Z has a slight edge, but all signs point to widespread Creator trust. Our National Consumer Study shows that:

• 78 percent of millennials and 91 percent of Gen Zers follow Creators to learn about trends.
• 57 percent of millennials and 73 percent of Gen Zers rely on Creators for purchase decisions. 

On top of all this, 38 percent of Gen Zers and millennials already use LTK. That's 40 million users who trust LTK Creators more than ads or celebrities!

LTK Is All In on Video

LTK is winning in the Creator economy because we help brands balance entertainment with connection. Video reels audiences in to make them feel like they’re part of a community. 

That’s good news for you because these posts drive engagement and double your sales on LTK. Our investment in video—especially full-screen continuous video and daily drops—has yielded results. Just take a look at these stats:

• 5 minutes watched
• 73 percent increase in engagement 
• 72 percent increase in video views

Meet the New LTK: A Community-First Experience

LTK is bringing the concept of “community” back, transforming our award-winning app into an enriched video experience. The revamped LTK app drives connection and engagement across multiple tabs, giving consumers an identity and opening earning opportunities for Creators and brands.

Updated Home tab 

LTK users can access the latest Creator content quicker and easier than ever. The app’s Home tab only features content from accounts users already follow, so they’ll never miss a new post and can better control their LTK consumer experience. We’ve updated LTK’s popular daily drops too, so tapping “See more” opens up a feed of LTK Creator video content.

Refreshed Discover tab

Bring new audiences to your brand. Discover got a facelift to drive post engagement from leads and customers. Creators can use three or more relevant LTK hashtags to maximize their content visibility and cross-promote content across social platforms to further drive engagement.

New Watch tab

Without targeting, users often engage with brands they can’t even buy from—and that just doesn’t seem fair. The new Watch tab improves content relevance with geolocation and interest-based filtering. Users can explore local and global Creator trends, and content Creators for brands have the freedom to share more lifestyle content.

Personalized Profile tab

We’re customizing the LTK consumer experience. The Profile tab goes beyond simply following content Creators for favorite brands. It’s like what social media used to be, offering opportunities to connect with both friends and brands, including favorite posts, products, and Creators.

Exciting Activity tab

What’s the latest? Activity shows updates and app notifications all in one place so users can catch up on missed activity from content Creators and manage comments and shopper alerts.

Engaging Chat tab

“OMG you have to see this!” LTK is making sharing easy with a dedicated Chat. Users can share Creator messages or send and receive DMs to stay in touch with friends and reclaim their sense of community.

Make the LTK Consumer Experience Work for You

The tremendous growth of the Creator economy has given consumers and brands new ways to interact and forge connections. From video to curated content, you have their eyes and ears. Take your brand beyond social media and into shoppers' lives with content they want to interact with. 

Get started today! Tune into the full webinar on demand, and step into your next phase of Creator Marketing with the new LTK.