Creators have become the driving force behind consumer trust, engagement, and purchasing decisions. But to what extent? Our recent webinar looks at the key consumer trends defining Creator Marketing in 2025, featuring insights from the latest LTK Consumer Study, 2024 Social Media Study, and 2024 CMO Study in partnership with Northwestern University.

From AI’s growing role in Creator Marketing to the dominance of video, brands have a world of opportunity in 2025.

AI Is Driving Creator Marketing—And Brands Are Leaning In

AI has become an essential tool for brands navigating the Creator economy. According to the LTK x Northwestern University CMO Study, Creators are the No. 1 way brands use AI in their marketing strategies. Today, brands are leveraging AI for:

• Identifying and messaging creators: With millions of Creators available, AI helps brands pinpoint those who align best with their audience and goals.
• Selling products: Eighty-nine percent of brands use AI to sell products and plan to increase these efforts in the future.
• Data-driven decision-making: LTK’s AI-enriched data, sourced from 40 million users and billions of transactions, ensures brands cast the right Creators to engage audiences effectively and maximize return on ad spend.

As AI continues to refine Creator partnerships, 2025 presents a prime opportunity for brands to leverage data-driven insights for greater reach and impact.

Creators Are Fueling the Rise of Online and Mobile Shopping

E-commerce continues to thrive, and Creators are key players in this shift. According to the LTK Consumer Study, 61 percent of the general population now does the majority of their shopping online. This number rises to 67 percent among Gen Zers and millennials and 71 percent among LTK consumers specifically.

Mobile shopping is equally dominant, with 60 percent of the general population preferring it. Among younger consumers, adoption is even higher—70 percent of Gen Zers and millennials and 72 percent of LTK users shop primarily via mobile devices.

Notably, those who shop online and on mobile are more likely to follow Creators; 78 percent of millennials and 91 percent of Gen Zers use Creator recommendations to inform their purchases. Brands that embrace Creator Marketing can tap into these engaged audiences and convert scrolling into sales.

6 Key Creator Marketing Trends for 2025

The LTK Consumer Study reveals that Creators are more influential than ever, shaping how consumers shop, discover products, and engage with brands. From shifting social media behaviors to the dominance of video and AI-enriched personalization, these six trends highlight the strategies brands need to stay ahead in 2025.

1. Social isn’t social anymore

Social media has shifted away from real-time connection; 74 percent of U.S. consumers say that social media is no longer “social.” Algorithms prioritize content discovery over chronological order, meaning users don’t always see posts as they happen.

Despite this shift, consumers still crave community, but many are looking beyond traditional social platforms to find it. Half of Gen Zers and millennials are now looking for community outside of social media, making it essential for brands and Creators to explore new ways to foster deeper engagement beyond the feed.

2. Consumers trust Creators most

Trust is the cornerstone of Creator Marketing. Compared to traditional advertising, Creators hold the strongest influence over purchasing decisions. In fact, 84 percent of LTK users trust Creator recommendations over brand content, celebrity endorsements, or even search engines. 

Creators are the most trusted source for purchase decisions for Gen Zers and millennials, solidifying their role as the key to authentic brand engagement. This trust doesn’t just drive awareness; it translates into action because consumers are more likely to purchase from brands their favorite Creators recommend.

3. Video content rules

Video is no longer optional—it’s the dominant content format for Creator-driven marketing. In 2025, storytelling and community-driven video content will be essential for brands aiming to deepen their influence.

Why? Consumers overwhelmingly prefer video content over still images: 76 percent of Gen Zers, 72 percent of millennials, and 66 percent of the general population prefer watching videos. An overwhelming 93 percent of LTK users engage with video content, especially in high-interest categories, such as DIY, fashion, food, and beauty.

4. Consumers prefer Creator content

Consumers increasingly favor Creator-generated content over traditional brand visuals. By incorporating Creator-generated content into their marketing, brands can build trust and drive conversions more effectively. This is particularly evident when it comes to:

• Product demos and reviews: Eighty-four percent of consumers trust brands more when they see Creators using their products.
• Search behavior: Consumers turn to content Creators before brand websites or retail platforms when looking for product information.

5. Creators followed beyond social

Consumers want to see Creators beyond traditional social platforms. Top areas where audiences want to engage with Creators include:

• TV and streaming content
• In-store experiences
• Podcasts and search engines
• Retail websites and brand marketing

Notably, 80 percent of LTK users, 66 percent of Gen Zers, and 50 percent of millennials have made an in-store purchase based on a Creator recommendation, proving that Creator influence extends well beyond digital platforms.

6. Consumer trust grows sales

When consumers repeatedly see Creator content, it leads to conversion:

• Ninety-one percent of LTK users are more likely to try a new brand after seeing it in a Creator’s post.
• Forty percent of Gen Zers and millennials purchase after seeing a Creator post multiple times.
• Thirty percent buy after the first exposure—a testament to the power of trusted recommendations.

For brands, this highlights the importance of long-term Creator partnerships and sustained exposure to maximize sales impact.

Make 2025 Your Best Year Yet with LTK

Success in 2025 requires more than visibility—it’s about earning trust, fostering engagement, and delivering value where consumers already are. Whether you’re building awareness, driving sales, or fostering loyalty, Creator partnerships are key. LTK provides the insights and tools to help brands connect with their audiences strategically, ensuring marketing efforts resonate and drive results.

Want to maximize Creator Marketing in 2025? Watch the full webinar on demand for additional insights, and connect with LTK to discover the best strategy and Creators for your brand.