Data: The Creator Economy Isn’t Slowing Down

Although creator marketing has been a thing for years now, it’s morphed from a nice-to-have or bonus marketing tactic into a foundational element for how agencies and brands harness cross-channel messaging to connect with audiences on a global scale. According to enterprise creator marketing platform CreatorIQ, 74% of surveyed organizations reported an increase in creator marketing investment year-over-year.

With 2024 coming to a close, CreatorIQ analyzed creator content campaigns across over 1,200 brands and agencies, and found record highs in volume and impact. Overall, CreatorIQ’s customers leveraged nearly 198K unique creators this year, generating over 3 million posts that resulted in 23.4 billion engagements — 159% more engagements than in 2023. 

A few more insights around the growth of creator marketing in 2024: 

• CreatorIQ tracked 26K campaigns that were launched this year, up 17% from 2023. 
• Those campaigns generated 3.1 million creator posts (+29% year-over-year).
• In total, 2024 saw $79 million paid to creators — a 47% year-over-year increase — with the average creator payout per transaction across all creator tiers at $4,206.39.

"Creator marketing has become an essential pillar of modern growth strategies, driving authentic connections and meaningful engagement at scale," said Chris Harrington, CEO at CreatorIQ. "Creators are not just amplifiers; they are architects of cultural influence, shaping how audiences interact with brands globally. The way organizations optimize creator efforts is maturing as they prepare for a content-first, creator-led future. This momentum underscores a lasting shift in how brands build trust and foster community through creator-driven storytelling."

For more insights around the record-breaking impact of creator marketing in 2024, check out the full report here.