Influencer Marketing

Welcome to Ad Age’s Influencer Marketing newsletter, featuring news gathered by Ad Age reporter Gillian Follett. Every week, we explore how brands are working with influencers and how the creator economy is transforming the advertising landscape. You can sign up here to get updates delivered to your inbox.

Creators predict creator economy trends for 2025

At two recent marketing conferences—United Talent Agency’s ZCon, where a lineup of Gen Z marketers and influencers took the stage, and Walmart and Forbes’ inaugural Creator Upfronts—creators discussed how they’re planning to grow their personal brands beyond social media in 2025 and shared their predictions for the platforms and types of content they anticipate dominating the internet’s attention next year.

Ad Age rounded up four of the trends creators and influencers forecasted for 2025 during both onstage panels and presentations and offstage conversations, including a sharper focus on differentiating themselves from the thousands of other influencers constantly flowing into the creator economy and extending their revenue streams to a range of new channels.

Read more here about what creators are anticipating for 2025

What we’re reading

The terms “influencer” and “creator” are often used interchangeably, but the ad industry is increasingly viewing them as two different categories. 

Inside Kylie Jenner’s growing business empire, from her skincare and beauty brands to her vodka soda brand Sprinter. 

The popularity of Mormon influencers such as Nara Smith and the stars of Hulu’s “The Secret Lives of Mormon Wives” is driving the religion into the social media mainstream.

Australia announced plans to introduce legislation banning children under 16 from accessing social media. 

Move over, Moo Deng—there’s a new pygmy hippo on the block, and she’s already racking up fans. 

Brand deal of the week

Mariah Carey’s annual Nov. 1 video ringing in the unofficial start of the holiday season was slightly different this year, as it had its first-ever brand sponsor—Kay Jewelers. Carey donned the brand’s jewelry in her festive announcement video, highlighted by several close-up shots. The partnership also includes a collection of 16 “Mariah-approved gifts” on Kay’s website. 

See more of the latest creator trends here

Number of the week: 14%

Consumers are increasingly supporting creators beyond just their social media content, according to a new study from influencer marketing platform Traackr. More than one in 10 (14%) U.S. consumers surveyed by Traackr said they currently pay for subscriptions to exclusive content from influencers or creators, and 58% agreed they’re at least “somewhat likely” to buy products from brands owned by influencers or creators they follow on social media. Creators seem keenly aware of this trend, as a number of them are planning to focus on launching brands or developing paywalled content in the coming year.