Creator Marketing has entered its prime, becoming a cornerstone of modern brand strategies. With marketers now leveraging Creator Marketing as a stand-alone performance channel, it’s clear that Creators are no longer just add-ons – they’re a necessity.
LTK is at the forefront of this evolution. The platform has seen remarkable growth, with Creators driving more than $5 billion in annual retail sales. As brands navigate constantly changing trends and consumer needs, Creators offer a unique blend of trust, agility, and cost-effectiveness that traditional marketing channels simply can’t match.
Why Creators Are Essential in 2025
Trust and authenticity drive results
Consumers trust Creators more than any other source. According to LTK’s Creator Marketing Trends Report, a staggering 84 percent of LTK users rely on Creator recommendations over traditional ads, celebrity endorsements, or even search engines. Among Gen Z shoppers, 91 percent say they look to Creators for purchase decisions, while 57 percent of millennials report increased trust in brands that Creators endorse. This trust translates directly into action, with 40 percent of Gen Zers and millennials making purchases after seeing a Creator’s post more than one time.
Content creation is cost-effective and agile
Creators are a brand’s most adaptable and budget-friendly sales channel. They create high-quality content without the need for large-scale production, making them an ideal choice for brands looking to cut costs while maintaining impact. LTK reports that Creator-driven campaigns deliver conversion rates that are four times higher than other platforms, proving their effectiveness in driving measurable results.
Video content is powerful
Video has become the dominant format for Creator Marketing. According to LTK, 93 percent of users engage with video content, with Gen Zers (76 percent) and millennials (72 percent) overwhelmingly preferring it over static images. Video content, from product demos to DIY tutorials, not only captures attention but also builds trust and drives conversions.
Industry Highlights: Beauty, Fitness, and Beyond
Creator Marketing’s impact spans industries, but some sectors have seen particularly explosive growth:
- Beauty and self-care: The beauty industry has experienced a serious increase in gross merchandise value on LTK. Beauty sales outpace the overall industry by 2x.
- Fitness: The fitness category has also thrived, with active and fitness posts on LTK driving 12 percent higher conversions than other categories.
- Mobile shopping: Mobile commerce continues to dominate, with 72 percent of LTK users shopping primarily via mobile devices. Creators play a critical role here, influencing 64 percent of purchases made by Gen Zers and millennials.
Key Trends Shaping Creator Marketing in 2025
AI-powered Creator partnerships
Artificial intelligence (AI) is revolutionizing Creator Marketing. LTK’s AI tools analyze millions of data points to connect brands with Creators who align with their goals and audience. Brands using these tools have reported up to eight times ROI, making AI a game changer in optimizing Creator collaboration.
The shift to community-driven content
As social media platforms prioritize interest-based feeds, 74 percent of consumers feel that social media has lost its "social" aspect. This has led to a growing demand for authentic, niche communities. Creators on LTK are stepping in to fill this gap, fostering deeper connections with their audiences and creating content that resonates on a personal level.
Expanding beyond social media
Consumers want to engage with Creators across multiple touchpoints – not just on social media. Eighty percent of LTK users have made in-store purchases based on Creator recommendations. Other popular channels include TV, podcasts, and even search engines, highlighting the versatility and reach of Creator Marketing.
The rise of Creator-generated content
Consumers increasingly prefer Creator content over traditional brand visuals. In fact, 84 percent of shoppers trust brands more when they see Creator-generated content, such as product demos and reviews, on a brand’s website. This shift underscores the importance of integrating Creator content into broader marketing strategies.
How Brands Can Leverage Creator Marketing in 2025
To stay competitive, brands must embrace Creator Marketing as a core component of their strategy. Here’s how LTK is helping brands succeed:
- Data-driven insights: LTK’s advanced analytics provide full-funnel performance insights, helping brands track engagement, conversions, and ROI. This data-driven approach ensures that every campaign is optimized for success.
- Seasonal campaigns: LTK’s insights into consumer behavior and seasonality allow brands to align their campaigns with key shopping moments, such as back-to-school season and holiday gifting.
The Bottom Line: Don’t Miss the Boat
Creator Marketing is no longer a trend – it’s a necessity. With LTK tools providing unmatched trust that Creators bring, brands have a unique opportunity to scale their efforts, build authentic connections, and drive meaningful results. As we navigate 2025, the brands that invest in Creator Marketing will be the ones that thrive.
You’re living in the golden age of Creator Marketing. Don’t miss the boat. Get started with LTK today.
Blog originally published in January 2021 and updated in August 2025.